Many of my clients tell me that the biggest benefit they see when they work with Blue Sun is that the content doesn’t have to be “final” before we get to work. I take the rough, the incomplete, the “too much”, and the “not quite there yet” and I help clean it up as I design. I work with you to figure out what’s important and should be included, as well as what can be left out.
Today, I’ll walk you through what it looks like to hand off a piece of your business to me, so you can focus on what YOU love to do… while giving tips in case you’re in DIY mode.
the starting point
The Goalie Club’s camps are impressive, and their coaching is helping build amazing athletes who compete at elite levels. Their previous brochure was jam-packed with excellent information about their programs:
The Goalie Club has a robust and comprehensive website. The printed materials don’t need to tell every detail; they need to give the basics then drive interested families to the website to register.
Here’s how we redesigned the brochures tell their story in a different, more engaging way… with powerful content and strong design.
the design process
We started with a conversation so I could understand the programs, the camps, and what was most important for the customers to know.
Then, I got to work to pare down the content.
- Long blocks of text tend to be overwhelming, so consider reformatting paragraphs into bulleted lists.
- Look for low-hanging fruit that is easily cut down. For example, I reduced the number of testimonials and selected new, shorter ones.
- Consider cutting out pieces of content that an interested customer could easily find on your website.
From there, I began to add design elements:
- color – it’s important to stick with brand colors and use them intentionally to break up the text into sections.
- photos – choose just a few photos but make sure they’re strong and carry the story well.
- layout – spacing and size of text are important for engaging your audience and keeping them engaged. (Tip: If you work hard to reduce content, you’ll be able to use a larger font size and add white space.)
- call to action – the purpose of this brochure is to turn casual browsers into customers. A large call to action tells them exactly what they need to do next.
All along the way, I reworked bits of content and considered how everything was worded; every single word was put under the microscope.
While I was working, I stayed in communication with TGC staff to ensure I was on track and sent updated versions to get feedback and changes. Together, we landed at the final product:
build from there
TGC was so thrilled with the brochure, they asked me to design a 24″ by 36″ poster as well. I changed the layout, reduced the content even further from the brochure, and kept the web information super prominent.
Once everything was final, we high-fived and I sent the brochures and posters to print for them. TGC staff got to stay focused on what they love to do – building strong and skilled goaltenders!
Have questions? I’d love to hear from you! Comment below or contact kate@bluesundesigns.com.
Learn what TGC and others have to say about working with me.
