As part of our extensive rebranding we designed their Launch Season brochure, creating a template that could be used for all future editions.
Design is rarely just about producing aesthetically pleasing pages. Venue brochures are a great example of the need to balance a number of competing factors.
The large volumes (120K copies in this case) mean that decisions about size, shape and paper quality have big implications on cost. In this case we chose a traditional A5 format as the best solution for our client's needs. A matt coated stock was selected to give the images plenty of visual punch without cheapening the brand by using gloss pages.
The balance of content is also critical to achieving the best marketing messages, selling both the venue experience and the individual shows. Large-scale, long-run (bigger box office risk) events are grouped and given full pages or the luxury of a double page whilst shorter-run shows are listed in columns.
The Marlowe Theatre Brochure Cover
How do you convey the breadth of a venue's offering; what goes on the cover? Is it a star performer (with fear of alienating other audiences); is it performance genre (with fear of narrowly defining the offering); or is it a collage? Through workshops with our clients, we quickly realised that the new visual identity would be our cover star, providing a real stand-out from every other venue brochure.
The Marlowe Theatre Brochure Spreads 1
It was great to be able to work with The Marlowe team to find the perfect balance between the marketing imagery, supplied by touring shows, and a consistent visual style for the venue.
The Marlowe Theatre Brochure Spreads 2
A huge amount of detailed content is conveyed through an efficient hierarchical system. Key details are in fixed places on each page (making it easy for any reader to find the detail they need, quickly) but the flexible design keeps it from looking regimented or boring.