brochure design
 

ow quick and clear does the design of a brochure really have to be? Maybe if we're sure it will be kept around longer than an ad, the design can afford to be more creative in a fine art sort of way. Not so obvious, you know. Maybe headlines can be laid back so that big beautiful graphics and splashes of color will dominate the format as if on a new canvas. Maybe, just this once, a design can be so new and fresh it doesn't have to utilize existing brand recognition.
Be careful of wonderfully wishful creative thinking. All of the above could be nice if the client agrees that a brochure doesn't have to communicate. That it is okay to interrupt existing brand momentum, eventhough it takes at least 30 impressions to get anyone to remember us.
Responsible creative design must spring forth from sound information and past effort to be effective. It should always work hard to discover and conform to the unique parameters of each situation.
 

sample

Listen well and the right design approach can emerge from a good talk.

During a meeting with an accounting firm who needed a corporate brochure, the same point was emphasized again and again. That the one indispensable goal of their organization was to understand each new client's needs very well, right from the start. They were accutely aware that both quality of service and the ability to sign with their client on a bottom line is clearly dependent on an extremely forthright relationship.
The time they took with me was enlightening to the degree that a solution for the HLH&J design literally jumped out of my notes. Formality, responsibility and relationship are the key impressions that inspired the words and images used in this brochure. In essence, direction for the entire concept, design and message resulted from one good talk.

Creative functions:
Design, creative direction, art direction, headline writing and photo illustration*

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