The client wanted a concise tradeshow brochure that would highlight the company’s primary services: Design, Program Management, and Construction Management. The company wanted to highlight a handful of signature projects for each service.The brochure needed to convey the primary services in an integrated way and direct the reader to the appropriate contact person for each of the primary services. The brochure needed to be unique and have the ability to engage the reader. An emphasis was placed on conveying the company’s value of architectural design in its appearance.
Tradeshow brochures tend to be extremely ordinary and abundant. Therefore, the foremost challenge was to take a typical tri-fold brochure and make it unique and interesting. Since the nature of the company is architecture, a folded structural plane was developed to deliver the brochure content.
The folded structural plane was accomplished by utilizing a zigzag brochure format.This made the shape of the brochure unique. This format provided an opportunity to reveal the three primary services at the top of the folded structural plane. Since the brochure was printed on a 100lb cardstock it made the brochure structural and sculptural, therefore conveying the architectural nature of the company and its primary services. As the reader unfolds the structural plane, each service is revealed and highlighted within a uniquely shaped field.
The rigidness of the materials allowed the brochures to stand up on the tradeshow tabletop. This provided an opportunity for the brochure to be arranged ininteresting configurations, which caught the attention of the tradeshow attendees.
The client considered the brochure effective because of the interaction tradeshow participants had with brochure. They received comments on the brochure itself and they noted that the tradeshow participants took the brochures with them. Since the event, people have called requesting the copies of the brochure. The client felt that the brochure accomplished the goal of conveying the company’s value of design and its primary services.
The brochure had the appearance of being offset printed and die-cut. However, the brochure was printed on an HP Indigo digital press and cut on a basic guillotine cutter. This eliminated the need for costly set-up and die charges, as well as the need to do a large initial run. It also allows the client the flexibility to produce subsequent small runs at economical prices. The end result is a unique and economic brochure with a high perceived value. Due to the efficiency of the selected production process the client was able to save money on what they hadbudgeted for the tradeshow event.