Best BrochureMARKETING
Associate
To create a new Calusa Bay Interior Design marketing brochure, we had the
daunting yet reflective challenge of editing down 6,745 photos of recent projects
to a mere 28. How did that handful of shots make the cut when thousands of
others existed each showing a collection of design details all their own? One word
came to mind throughout the process: balance. Each image needed to be
balanced in its own right, regarding composition, lighting, and design layers, and
all 28 needed to show consistency in achieving perfectly balanced spaces for
which the firm is known to create. We needed our brochure images to show that
we understand whole home design and remodeling on both a macro and micro
level, can execute a clear vision from design boards to installation, and always pay
thoughtful attention to every detail in each project. The selected photos also each
needed to evoke an emotion, whether it was calm and comforting, exciting and
dynamic, or elegant and luxurious, each one needed to be compelling, and we
achieved all of these goals with this grouping of 28. Next decision was which one
makes the cover? A great cover should invite you in, welcome you, and make you
intrigued to see more. It should set a mood. It should have enough detail that you
never get bored looking at it, and each time you return, you appreciate another
detail. And it needs to bring you somewhere, so with this cover image, we again
accomplished everything we set out to do. The layout of this 32-page booklet has
a variety of image sizes, from tight detail shots and collages, to spanning 2-page
spreads, interwoven with brand ID statements and testimonials. The paper quality
is soft to the touch and incorporates a clever mixed use of finishes, a glossy paper
used to lock in the rich colors of the professional photography followed by a
matte aqueous coating to seal the color but give a more modern sueded finish.
And notably, the 8.5” X 8.5” square format is unique as well and works beautifully
to leave behind or display.
