I knew that the brochure would only encompass a monochrome colour palette because the slight hint of blue wouldn’t work as well on this format. With the middle column in a slight-black tone this made it less overpowering and allowed the other assets on the brochure to stand out more. For effect, I placed text on the brochure where I thought it could possibly go to see where it would be most appropriate. In the progression above I have stayed within the rectangle theme of the brochure and made the text fit this. Looking back at this, the positioning and composition doesn’t work because it doesn’t follow the same layout as the other columns and it all isn’t in-line. Thus, my next page will show how I have refined this composition.
By adapting the text to be featured at the top of the page and more unified with the design it seems to fit right into place and look more professional. I love how the different sized text and contrast between sans-serif and serif are placed together. In this style I think that it is appropriate for the brand because the recognisable logo and sans-serif headings are eye catching to the target demographic, while the paragraphs of text (though still not too large) are smaller so the serif makes it readable. I am extremely happy with this side of the brochure because it matches the brand’s identity and reflects the aesthetic that I wanted to portray. Included in this, the visuals are appropriate for the brand and also link with the additional platforms, essentially, creating a recognisable brand and creating synergy.
For the reverse side of the brochure I wasn’t sure how this would be laid out. I knew that the colours would be opposite so that it had equal amounts of the palette and it also is contrasting to the reverse side to make it slightly more interesting. I started off by having the ‘award winning tattoos’ in the middle of the centre column to reflect the previous side with the ‘about us’ taking centre because it is what the audience will see as one of the first columns. However, I wasn’t sure how this was working in this composition because it was quite plain and when I looked at the design it didn’t remind me of a Shoreditch Tattoo parlour who are looking to expand nationwide.
This led me onto developing the page with the composition in mind, as well as using more of my own personal imagery so that it could reflect the brand. The wolf is centred now with the five stars because it divides up the white column and I like how it contrasts to the reverse side visuals where they are mainly block colour. On the two black columns I knew that they didn’t need a lot of text as this was just an advertising/marketing campaign to raise awareness of the brand- and that other platforms (such as the website) would be used for that purpose. Thus, I had one column have two small paragraphs of information which could describe the brand or their location etc with key information, and the second was with the Award winning tattoos as this is a bold statement and would instantly grab the target demographic’s attention to raise publicity. Looking back in hindsight, I love how this brochure captures the contemporary-ness of the Shoreditch brand which it is building upon, as well as being appropriate for the target audience and having a distinct style. It does slightly differ in style from the website, but with the same colour palette and basis which it has been built upon I feel that it is suitable for the identity of the brand and fits the brief which I have been given.