When you think of brochures, what comes to mind? Those typical tri-fold take-alongs we see everywhere from cell phone kiosks to doctor offices, right? They're great for getting information out quick to someone passing by or sitting in the waiting room. Ever notice when you read a GOOD one? The info seems to flow just right. Each panel you open moves the story forward rather than just jumping from one factoid to the next. But there's more than just the typical tri-fold brochure to suit the needs of businesses.
A particular favorite of mine takes it one panel further: the gatefold. Just as its name suggests, when you unfold the first panel, you're greeted with a two-panel spread that then opens like a gate to reveal four panels that give you a number of options for a creative layout!
At AG Westlake, our neighbors MMI Textiles needed a nice tradeshow brochure with their new product line: PenCott Mission Critical Camouflage. It's a team effort with Hyde Definition who are based in the UK, so I can officially say I'm an international designer!
The irony in this project is that the product's job is to NOT be seen! Finding that balance was challenging, and luckily the photos had that great balance of application effectiveness and excellent display. The winning cover photo seen above is a soldier keeping watch in a sweltering jungle, covered in face paint and the advertised camo. While you see him, it takes a minute. I explained to the clients that the cover should say, "This is a product that should work so well that you don't need extras to cover you up." But if you happen to use some grass or foliage, all the better!
The gate then greets you with a quick bio and benefits bulletin about PenCott. There's another great shot of a soldier in the background that fits the spread just right. What's more, check out the tidbit when it comes to production. There's always a bit of gap when folding brochures. So a bit of math and planning was needed to make sure that the logo on the gate line up JUST RIGHT with the inside spread that's slightly exposed.
Finally, the full spread opens up and showcases PenCott's full line and where it is typically used. the photos also give a nice balance of showing its effectiveness while once looking at them long enough, you can make out the shape of the soldier.
Let me know if you've got a story that needs to unfold!