NEEDS A REWORK

Mission – transform dull and static flier

My fabulous client Jeff came to me feeling frustrated about his professionally designed flier
we put our heads together and now have a flier with pizazz.

I adore working with typography and have many tools from the typography course I took at Parson’s. I assured Jeff the two us could do better than the flier featured above. How did we achieve a dynamic look?

Jeff and I literally put our heads together over the flier. My style is collaborative – which I find gives the smoothest process and produces the most satisfactory results. We mulled things over – couldn’t the great photo at the top be lighter and brighter, I mused. Jeff said that the original designer felt that the logo and words would get lost. Hmmm – let me see what I can do. We spent some time brainstorming and then I got to work.

Have a look at what we created. It’s almost exactly the same text and information but it’s much more dynamic. The flier is now arresting and keeps you visually interested with good color, shapes and movement. It is a coherent overall design where the important information pops out.

How did we crate such a dynamic flier from the static original

• We banished the large blocks of text –  they are uninviting and don’t draw the eye. Important information just got lost as the eye bounces off the chunks of text.
  • break out the text, giving some parts of the text greater weight.
• We ditched the strong horizontal lines going across the whole page – this is a red light to the eye and stops it dead, never to continue.
  •  draw the eye across the page, guiding it.
• We switched up shapes – The original had almost all oblong shapes in every design element which resulted in a lack of variation.
  • create different text, color and white space shapes which are lively and engage the eye.

Do you have an important presentation or a brochure where your visuals should dance off the page? Let’s get the rhythm going.