Tool and Purpose:

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This brochure design was created using Adobe Illustrator for a course at Toronto Metropolitan University titled Graphic Design.

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About the Company:

 

Blueprint Marketing is a fictional, private for profit organization that works out of Toronto, Ontario, Canada. Blueprint Marketing is an advertising and marketing firm, specializing in cultural and creative product marketing strategies. The firm’s primary focus is formulating consumer oriented digital marketing plans for small-to-medium size businesses that are expanding their brand by entering into unfamiliar product sectors. 

 

My Design Process:

 

My final brochure design was a long developmental process. My intention with my brochure design was to intrigue prospective clients of Blueprint Marketing by presenting their services through the use of direct and limited written information, flat icons, patterns and a monochromatic colour palette. I want potential clients to focus on the written information presented to them in the brochure and make a conscious decision to engage with the business entity, rather then being distracted and mesmerized by bright and bold colours.

 

I restricted myself to only use the two brand colours of Blueprint in my work, Blueberry Bush Blue and Fifty Shade of Grey, since the company is a fictional enterprise of my creation and I did not want to expand beyond a simple palette. I chose to use a circular pattern to combat the mental imagery that people convey when hearing the word blueprint: architecture, construction, rigid lines and structured design plans. I wanted to send a message of rigidness into my brochure design while portraying the company as being flexible, fluid and responsive to spontaneous changes. I chose to implement circles as my primary design feature not only because it is the main shape that a compass makes (and part of the logo for Blueprint Marketing), but since circles are associated with material objects that are flexible and reactive, such as a bouncing ball or a car wheel. Thus, by combining a sense of rigidness and flexibility, my brochure visually communicates a structured marketing firm that can act on the fly.