Process (Programs, Tools, Skills):
The first thing I did was work to create the logo for the company. I knew that the logo colors and style would inform my design choices for the rest of the document. I designed a logo in Illustrator and then showed it to my parents (the business owners). They wanted a logo where I worked in their slogan somehow. There slogan is “We shine a light on your smile.” I redesigned the logo and combined a lighthouse and a tooth. This works especially well because it goes with the lighthouse design themes that they also have in their office. Once I finished tweaking the design I started to work on the brochure.
I set up the brochure design in InDesign and set up the guides for the sections. I set up a three fold document. I kept a flat design style with slight gradients to give it a little contrast. I worked in different saturations of the colors from the logo. I removed the backgrounds from the photos in photoshop using the quick selection tool. I then used the refine dialogue to feather and adjust the selection. I placed the edited psd files into the document and for the photo of Dr. Fugal I wrapped the text around him. I used the wrap to alpha channel option. I placed a subtle watermark on one of the pages to give it some branding and character. After endless tweaking and over 13 versions of the document I finally came up with a document that folds accurately and looks professional.
I wanted to communicate a clear message about the company and what they do. This is a small business that really cares about you. They are not a mega production factory corporation like other dentist offices. He is a general dentist that can take care of your entire families needs, no matter big or small.
He is a general dentist and his main target audience is families. This brochure is mainly aimed at parents and single adults.
Top Thing Learned:
I have never designed a full professional brochure before so I learned many features of InDesign. I feel much more confident with the program now. I now know how to do text wrapping and have developed a good workflow.
Color scheme and color names:
Title and Body Font Name & Category: Avenir LT STD, Sans serif
Logo Font Name & Category: Didot, Oldstyle
Word count: 530
Thumbnails of Images used:
Sources (Links to images on original websites):
First photo is my own