Summary: For the first annual Showcase of Homes (put on by the Home Builders Association of Chattanooga), GreenTech needed a brochure design that would make an impression on homebuyers, list all of the home sites and floor plans they had available, and generate calls to the sales team. I recommended a large 12' x 12' booklet with striking full-page imagery.
In recent years, GreenTech has expanded to become on of Chattanooga's top builders. They have hundreds of home sites spread across all of Greater Chattanooga. And, they've designed dozens of custom floor plans to go with each community. In my previous work as a visual designer for Keller Williams, I was tasked with creating their print collateral for the Showcase of Homes, I knew a simple tri-fold brochure design wouldn't cut it.
Brochure or Booklet?
As with any marketing piece, the ideal way to begin is by defining what the content will be and then choosing the medium that will best support the content. While a brochure would have been cheaper and easier to design, it wouldn't have had enough space to display all the content. By choosing to use a booklet, we were able to include 20 pages of helpful content and give homebuyers the impression that GreenTech is professional, competent, and ready to help.
One of the perks of designing a 12' x 12' booklet is being able to display full-page images. The professional grade photos evoke emotion and imagination. They communicate subtle messages about how one's lifestyle would be transformed in a way copy is not able to. If we tried to communicate those same things through copy, we risk sounding salesy and over-the-top. But, paired with the bold images, the copy is relieved from having to be too overt.
With print design, it's key that the typography has a clear structure so that the eye can look over the page and, in a matter of seconds, determine what the piece is about. Notice in the example above that there are three headings and one paragraph syle. The most important heading, the H1, is "Northshore Heights". That's the first thing your eye sees. Second are the H2s -- "About the Community" and "Amenities". Without reading the paragraphs below, the reader knows what content is on the page. And last are the H3s. They're clearest in the amenities section. Just by scanning the H3s, the reader knows Northshore Heights offers a swimming pool, trails, an overlook, and a dog park. Most folks don't read marketing pieces like this word-for-word. They're more likely to scan it. But, just by scanning the headlines, they've been introduced to most of the content.