Brochure Development and Design to Help Re-establish a 30+ year Old Organization in its Community
Client: Literacy Alliance
Project: Brochure
Literacy Alliance (originally known as Columbus Literate Community Program) focuses on improving literacy in the community through programs and services aimed at providing resources for early childhood development, for adult development and expansion of basic literacy skills, and for family literacy through parent training sessions.
INTRODUCTION
Problem and Challenge
Decades after its establishment in 1990, a great percentage of the local population of the Chattahoochee Valley region still remained unaware of the organization, its mission, and its services, leading to very limited engagement from the local community. To fix this, Literacy Alliance's leadership sought to re-introduce the organization to the community, re-inform locals about its mission and services, and re-establish beneficial relationships between locals and the organization. The first project undertaken in this endeavor was a redesign of their brochure, a significant piece of the organization's outreach efforts.
Outcome
A strategically designed brochure that highlighted key programs and services, and showcased volunteers and individuals whose lives are positively impacted by the Literacy Alliance.
THE PROCESS
Discovery and Target Audience
The target audience for this project included clients (individuals of different ages in need of literacy development), volunteers (both current and prospective), and current and potential donors. The demographic diversity of the audience, called for a final design that would appeal to each demographic.
Planning: Prioritizing Needs and Goals
Following the discovery, a list of goals was created to guide the design development:
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Ensure brochure attraction to all target members.
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Display the wide age range of clients that Literacy Alliance caters to.
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Show potential donors and volunteers where they will be making a positive impact.
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Visually depict a warm and fun learning environment.
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Create a brochure that is visible on a display rack amongst other competing materials.
Competitive Analysis
The inspirational items (some of which were sent by the stakeholder) comprised of organic shapes, colors, and other elements that needed to be incorporated in the final brochure to stay in line with the checklist.
Sketches, Fonts, and Colors
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Logotype: Arial
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Logotype: Garamond
Choosing Arial and Garamond was based on their level of accessibility. Because they are standard on most devices, it made sense at the time of selection to use this font pairing for all items currently produced by Literacy Alliance staff members. This pairing will stay in use until official organization fonts are selected.
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The Literacy Alliance has variations of blue as its official colors and since blue is usually associated with educational materials, it made sense to include those variations in the color palette. To balance these cool colors and to align with one of the checklist items from earlier, i.e. to depict a warm and fun learning environment, variations of orange and yellow were added to the brochure’s color palette.
THE RESULT
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