Exam Room Brochure Cover Redesign
Every year the editorial team leads a redesign for the next year's covers. Since our print editorial team has now joined forces with our digital exam room team, they asked me to join in and contribute my own designs and ideas for the 2020 cover designs.
2019 Brochure Cover Design for Adults
Design Inspiration for 2020 Brochure Covers
-Intermingling of photography & hand-drawn elements
-Asymmetrical layouts
-Color blocking and color overlay
-Floating shapes
Round 1
To begin, I started with trying to incorporate illustrations, textures, and patterns into the background of the photographs. I also introduced a handwritten typeface and bold colors
Feedback
The editorial team was concerned that it would take too much time to cut out images of people and create new illustrations for quick turnarounds (sales requests). It was suggested that I should try incorporating illustrations on top of the photos instead of behind them.
Photography Inspiration
-"Caught in a moment" or Lifestyle Photography instead of straight on portrait shots
We're always searching for photography that represents the diverse world we live in so that our audience feels connected. But I asked the question,
"Are people really connecting to the faces they see? Or are they connecting to the moments and experiences that are happening? If we're promoting the idea that we want to show people continuing to live their lives even with their condition, maybe we should show more photos of people living their lives, celebrating events, and spending time with the people the care about."
Round 2
Next I added some options--utilizing inspiration from using color blocks and overlays (options 1-2). Option 3 was created based on the feedback for using illustrations--drawings were brought to be on top of the image and then muted in the bottom color bar. Options 4 and 5 play on asymmetrical layouts and color blocking--a big concern that the team has in utilizing shapes and borders is that the trim isn't consistent from the printer, so the asymmetrical layout also made it so that the trim size wouldn't matter.
Feedback
The editorial team cut options 1, 2, and 4 and told me to continue to explore options 3 and 5. For option 3, they suggested keeping the muted illustrations in the bottom color, but moving the illustrations on top of the image to fill the white space at the top. For option 5, they asked me to include more floating squares, and to drop the "I'm living with" and "start the conversation" copy for a cleaner look.
Round 3
Using the feedback from the editorial team, I brought up the illustrations to the top of the brochure and changes the color to a light grey for option A. Option B introduced more floating squares and color overlays, and Option C included the "You &" orange circle that the other designers had been utilizing to create a more uniform look in the shelf set.
Feedback
Option B became the fan favorite. For the next round I was asked to get rid of the hand-written typeface and find new type to use for the header and sub-copy. I was also asked to find a better way to anchor the bottom sub-copy.
Next I explored different ways to anchor the bottom sub-copy. Option B was chosen to be the final option for the final critique.
