Type of Work: Professional
Project Title: One Young Street Brochure
Client Name: Cushman & Wakefield Waterloo Region
Date Project Completed: October 2020
Role in Project: Graphic Designer, Team Marketing Coordinator
CONTEXT
Describe the client needs / project brief, including project goals and objectives.
The goal for this project was to take the provided content and move away from the feature sheet template already created (i.e. first case study) to a more sophisticated magazine-like format that will be professionally printed. This feature sheet was to advertise a new office building that was still in the construction process rather than just display the property information. The main goal was to appeal to larger companies and bigger investors (ie RBC had already pre-leased the main floor retail space). There was a second goal which was to create a logo that will be used in the brochure as well as.
METHOD
Describe your design process including any research, analysis or other information gathering and investigation that contributed to your solution.
This project had me working very closely with my Sales Rep. He provided all the information that was required as well as the order in which the content was to be displayed. For this reason, I focused more on the design rather than research of content. I was also to work more closely with the landlord as well.
The first part of the process, I had to meet with the Landlord and Sales Rep to discuss initial project goals. While creating the initial layout with content, I worked with a UAV drone photographer/videographer in our office to produce aerial photos throughout the process of construction. This project was also planned to be sent to a printer for professional binding. That involved communicating with the outside printer to collect quotes and discuss the timeline. I also needed to take into account for displaying this brochure on the website as well, I also had to do research on a program that would turn the brochure PDF into an interactive flipbook that could be used on the wordpress website.
DESIGN PROCESS
Briefly describe the design process from initial concept exploration and presentation to acceptance by the client .
Content collection (files, photography, etc.) and initial file organisation
Low fidelity pagination and sketching of layout
Adobe InDesign file creation, typography style exploration (following brand guidelines), grid system, headers, determining end product output (PDF, printed booklet, etc.)
Add in content to InDesign following design principles, creating high fidelity first draft PDF to send to Sales Rep for review.
Receive edits and revisions then send them back for review.
Once feature sheet was approved it was sent off to the printer
Then a webpage, social media post and email campaign were created.
SOLUTION
Describe your design solution/deliverables and how they achieved project goals and objectives.
The brochure itself went through several revisions, in fact the original design went through a huge overhaul. In this case, my clients (the Sales Rep and Landlord) were very particular and had clashing opinions. After it was clear that the original feature sheet needed to go from a templated design to a customised advertisement magazine.
In order to solve the problem, I provided several ideas in order to enhance the design to turn it into a professional elegant piece that was realistic and achievable. Examples of other brochures with similar goals helped to sway their opinions and they finally came to an agreement.
RESULTS
Provide quantitative/qualitative evidence of the effectiveness of your solution and/or how overcoming any special circumstances and/or challenges on the project demonstrate the effectiveness of your solution.
After the completion of the project, there were 300 copies of the brochure printed and displayed in both the Landlord’s offices and the company’s office. An interactive flipbook was displayed on the company website and an email campaign was created to follow.
