Based in Peterborough, Hytner Exhibitions run a full design and build service for Exhibitions and Events. Established in 1993, they have built a excellent reputation for producing Exhibitions with impact. With every project they handle, they have an addiction to deliver at a high level, on budget and on time for their clients.
Brave Creative were asked to look at initally the brand and logo design, Brochure Design material and a Portfolio Website Design. Lets discuss the Brochure Design:
Brochure Design
After an initial project to redevelop the logo design we set about working on the Brochure Design. We were asked to come up with something which was vibrant, current and above all, oozed a sense of authority in within the Exhibition world. Below is a series of processes we undertook to achieve the end product:
Brochure Research and Planning
Firstly we ensured we researched and knew the target market. We learned who the potential clients or customer were and what motivates them in particular. Once we had this important information we could then use it to formulate the brochure content, design and voice that would capture and retain the attention of the specific audience they were trying to reach.
Brochure Cover must Give impact
There's so many printed brochures in world, so coming up with how to make the Hytner brochure stand out from the others was the challenge. We wanted the initial feeling when someone picked it up to feel compelled to open and read it. This is why we created an almost "sneak preview" format with a cut-out aperture to tease the senses, not giving too much away. A well-designed cover should always grab the attention of the target reader, quickly and simply. It's crucial that you present your branding on the cover and sometimes in a way which might appear unorthodox as it will motivate your potential customer to open the brochure and learn more about how your products and services can benefit them.
Brochure Graphics
We used full colour photos, logos and illustrations to provide a feeling of "full service". Photos of graphics and displays are displayed in a very compelling format and when used correctly (as in this brochure) can shout out of the page - we used selective image cropping throughout to give variances in layout possibilities. To give the brochure a professional look, it's essential that we used high pre-press quality photos and graphics. One piece of advice we give all out clients, commission the services of a professional photographer or invest in a good camera that will take high resolution pictures - personally, even though we are Art Directors, we still use photographers. Having poor quality printed marketing material leaves the impression that you offer poor quality generally. This Isn't the image you want to portray!
Brochure Layout Basics
We have basic layout and design principals that we always keep in mind as we undertake brochure design projects. We use no more than two maybe three maximum easy-to-read typefaces and we use them in a consistent manner. We always use the same font throughout the design for headlines headlines and a different one for your body copy unless it's for something completely wacky and way out. Clean and simple design with a consistent color scheme works really well and making use of white space is key. With the brochure for Hytner, we kept just enough white space, image and text content balance to give everything enough breaking space. Not every inch has to be filled as otherwise your message will be lost.
