A well-designed brochure is accessible to anyone. Less techy folks easily find what they’re looking for. People without internet access get acquainted with your brand.
A brochure is a storybook, inviting people to imagine their lives with your products or services making them better. It fans their dreams and takes them on an adventure.
But not just any brochure can do that. It must be well-designed.
Shaping the Future With Formwright
Formwright is a metal roll former distributor in Northern Indiana. They also build custom trailer packages for roll-forming machines.
“A brochure is a storybook, inviting people to imagine their lives with your products or services making them better.”
Last year, Formwright came to Rosewood for marketing guidance. After creating the Formwright name and brand, we designed a brochure that they could use to welcome prospects to their brand.
Formwright’s brand personality is primo, companionable, and solid. Not only the text, but the design itself needed to communicate that.
And that’s where the brand manual came in. After our brand designer, Shandon, created the logo, he made a detailed booklet that describes the brand: its colors, typefaces, instructions on how and how not to use the logo, and special effects like patterns and angles.
Our creative coach and graphics designer, Maureen, pored over this brand manual at the beginning of the design process. She reviewed the text from the copywriter, picturing how each section would be laid out on a page. She checked what photos were available and made a list of photos she needed.
The Fun Begins
“It’s like an unfolding story. As you build, the momentum grows, and if you’re going in the right direction, you know it,” Maureen says. “Getting the first couple of pages done and getting the clients’ buy-in and knowing he’s happy with it kept me motivated to keep going. And I was thrilled to work on this because of the brand manual. It was a wealth of information.”
A Formwright Brochure Stroll
Formwright’s tagline, “Shaping the Future,” is on the right-hand page of this first spread. Right from the get-go, this photo sets the mood for the brochure by infusing warmth and positivity for the future and highlighting Formwright’s agricultural heritage.
Good design has movement that directs the reader’s eyes to the starting place on the page, then guides them across the page and entices the reader to keep paging.
“It’s like an unfolding story. As you build, the momentum grows, and if you’re going in the right direction, you know it.”
The brand manual suggested using a diagonal line to mimic the diagonal line in the logo icon. “I try and get some movement in what I design. That diagonal line repeated throughout really helps create movement,” says Maureen.
To break up the long horizontal pages, Maureen used blocks of patterns or colors with diagonal sides. But there are also vertical and horizontal lines. “If it was all the same across the page, it would be very static,” says Maureen.
The 8.5” L x 11” W finished brochure is 30 pages long. It features all of Formwright’s roll formers and trailer options.
Formwright uses their new brochure for trade shows. Customers who call their shop also receive a brochure in the mail. “Our new brand has helped us tremendously,” says Orv, co-owner of Formwright.