Before and After 0651

7/29/2019 Before and After 0651

1/16

Before&After XiBAmagazine.com U

Continued Design a story-style brochure 0651

Foldand unfolda single sheet into anappealing, narrative-like presentation.

Design a

story-stylebrochure


2/16


2of10 Design a story-style brochure 0651

Design a story-style

brochureFoldand unfolda single sheet into anappealing, narrative-like presentation.

. . . open once . . .

. . . then twice.

One sheet, big impact Unfolding a legal-size sheet reveals your

story in a natural, step-at-a-time sequence. Semi-abstract cover (inset

above) beckons the reader in. Open once (right, top) to a beautiful yard,

where a narrative panel introduces the business. Open twice (right,

bottom), and photos, captions and text appear that explain in detail.

Front cover . . .

The best books, plays, songs and

speeches are in a storybook format

they have a beginning, a middle, an

end, each building to the next, and

all the parts tie coherently together.

Its easy to put this engaging style

to work in a small brochure. Fold

and design your sheet so the reader

sees your presentation in sequence.

Each space tells a different part of the story, andall share a common style. Its inexpensive, it feels

big, and its fun to make. Heres how.

backyardescapes

LANDSCAPEARCHITECTS

1573 LAKE SHORE DRIVE

ESCONDIDO,CA9 5673

T:7 02.555.7924F:702.555.9647

www.backyardescapes.com


3/16



Design a story-style brochure 3of 10

backyardescapes

LANDSCAPE ARCHITECTS1573 LAKE SHORE DRIVE

ESCONDIDO, CA 92025

T:760.555.7924F:760.555.9647


The company name is confidently

small but has plenty of presence.

Three reasons: Its 1) in the middle

of the page, 2) alone in the green

field, and 3) framed by the fountain.

Start with the cover

The cover has two jobs: it must introduce(Hi, were . . .) and invite(Come in!). To do thisvisually, make the photo do some of the work. Here, it hints at more to come.

Its the front doorTo choose an image

for your cover, think of a portal or a gate-

way. Above, the closely cropped fountain

suggests an arch that puts the reader

in a doorway, and its soft-focus back-

ground hints at the beauty beyond. This

is ideal. Then place the name directly in

the readers line of sight (right, top).

Lowercase Roman type says casual with-out appearing frivolous or insignificant.

Small, bold,

UPPERCASE is a

visible counter-

weight.

The text block is straight on the right,

ragged on the left. The straight side con-

nects it to the page edge, and the ragged

side connects it to the fountain, whose

curves it follows (left). Similarly, the type-

styles (above) include an irregular,serif

name and a crisp,sans-seri f

description.

backyardescapes

LANDSCAPE ARCHITECTS1573 LAKESHORE DRIVE

ESCONDIDO, CA92025

T:760.555.7924F:760.555.9647



4/16




Make it big By completely filling the

page, the beautiful backyard presents agrand, inviting image. The wall-to-wall

cropping conveys a sense of outdoor

spaciousness by avoiding the confining

effect of a frame. The image stops at the

flap but appears to go further (above);

the promise ofmore beckons the reader

to open the flap.

Open once . . .

and the reader walks through the door into a beautiful welcome. Typeset anintroduction on the flap, which, unlike a static page, actively suggests more to come.

Dual-function flap works

as an introduction and the

next door. The narrow text

block is aligned both left

and right, orjustified, whichemphasizes its height and

complements the flap. Very

wide line spacing slows the

reader to a conversational

speed. The green color is eye-

droppered from the photo, so

it automatically coordinates.

Original Cropped

Image and text together can be more than the sum of their parts. To

make the most of their strengths, let the photo speak for itself, while

you in narrative speak directly to the reader.

Wide line spacing (leading)

Texture and flasp net exating end

mist of it snooling. Spaff forl isnt

cubular but quastic, leam restart

that cant prebast. Its tope, this

fluant chasible. Silk, shast, lape

and behast the thin chack. It has

larch to say fan. Why? Elesara and

order is fay of alm. A card whint

not oogum or bont. Pretty simple,

glead and tarm. Texture and flasp

net exating end mist of it snooling.

Spaff forl isnt cubular but quastic.

O U T D O O R L I V I N G


5/16




White as a colorWhite

is often thought of as a

passive backdrop, but this

layout clearly shows that

white will work like any

other color; the white col-

umn (above) looks like a

column, not the unprinted

paper that it actually is.

Backyard featuresTexture andflasp net exating end mist of it snooling.Spaff forlisnt cubular but quastic, leam

restart that cant prebast.Its tope, this

fluant chasible.Silk, shast, lape and

behast the thin chack.It has larch to

say fan.Why? Elesara and order is

fayof alm.A card whint not oogum or

bont.Pretty simple, glead and tarm.

Texture and flasp net exating end mist

of it snooling.Spaff forl isnt cubular but

quastic, leam restart that cant prebast.

Its tope, this fluant chasible.Silk, shast,

lape and behast the thin chack.

Texture and flasp net exating end mist of it snooling.

Spaff forl isnt cubular but quastic, leam restart that

cant prebast. Its tope, this fluant chasible. Silk,

shast, lape and behast the thin chack. It has larch

to say fan. Why? Elesara and order is fay of alm. A

card whint not oogum or bont. Pretty simple, glead

and tarm. Step 1: Band flasp net exating end mist

of it snooling. Spaff forl isnt cubular but quastic,

leam restart that cant prebast. Its tope, this fluant

chasible. Silk, shast, lape and behast the thin

chack. It has larch to say fan. Step 2: Elesara and

order is fay of alm. A card whint not oogum or bont.

Pretty simple, glead and tarm. Texture and flasp

net exating end mist of it snooling. Spaff forl isnt

cubular but quastic, leam restart that cant prebast.

Its tope, this fluant chasible.Step 3: Shast lape

and behast the thin chack. It has larch to say fan.

Why? Elesara and order is fay of alm. A card whint

not oogum or bont. Pretty simple, glead and tarm.


Spaff forl isnt cubular but quastic, leam restart thatcant prebast. Step 4: This fluant chasible. Silk, shast,

lape and behast the thin chack. It has larch to say

fan. Why? Elesara and order is fay of alm. A card

whint not oogum or bont. Pretty simple, glead and

behast the thin chack.

Paul and Deannas Backyard Escape (left) Texture and flasp netexating end mist of it snooling.Spaff forl isnt cubular but quastic, leam

restart that cant prebast.Its tope, this fluant chasible.Silk, shast, lape

and behast the thin chack.Acard whint not oogum or bont.

Four stepsto a backyardescape

Open twice

Inside is what the reader has come to see. With the brochure open flat, four moreimages and captions plus a complete narrative describe the product fully.

Group the new photos

A huge difference inscale

one very BIG photo and four

small onesallows five simi-

lar images to share the space

peacefully. Note that the

small photos are all one size

and tightly set in a column,

which amplifies their pres-

ence and keeps the layout

beautifully organized.

Our eyes follow sequence Above, wide, medium and narrow columns make the

design dynamic by moving the eye left to right; same-width columns would be static. Our

eyes also recognize visual rhythm, seen here in the alternating dark-light-dark columns.


6/16




Beautifully, simply designed

The three-column design is pleasing to see and easy to read. And its as simple as it looks;columns run top to bottom with no zigs, zags, overlaps, borders or other gizmos.

Backyard featuresTexture andflasp net exating end mist of it snooling.

Spaff forl isnt cubular but quastic, leam

restart that cant prebast. Its tope, this

fluant chasible. Silk, shast, lape and

behast the thin chack. It has larch to

say fan. Why? Elesara and order is

fay of alm. A card whint not oogum or

bont. Pretty simple, glead and tarm.


of it snooling. Spaff forl isnt cubular but


Its tope, this fluant chasible. Silk, shast,















net exating end mist of it snooling. Spaff forl isntcubular but quastic, leam restart that cant prebast.

Its tope, this fluant chasible. Step 3: Shast lape






cant prebast. Step 4: This fluant chasible. Silk, shast,





Paul and Deannas Backyard Escape (left)Texture and flasp netexating end mist of it snooling. Spaff forl isnt cubular but quastic, leam

restart that cant prebast. Its tope, this fluant chasible. Silk, shast, lape

and behast the thin chack. A card whint not oogum or bont.


Impressum (above) is a faintly quirkyseriftype-

face whose irregular thicks and thins and halting

rhythm resemble the organic shapes of nature

yet read comfortably. The black text follows the

rule, color attracts, black explains, and makes it

clear its intended to be read. The two captions are

an exception; while their type specs match, color

difference (black/white) is needed for contrast.

backyaOne of the best places to find respite from the

is your backyard. There, surrounded by green

flowers, and objects you love, you can relax an

For continuity, the type color

matches the previous flap.

Backyar

flasp net ex

Spaff forl i

start

Bold

head


7/16




Backyard featuresTexture andflasp net exating end mist of it snooling.

Spaff forlisnt cubular but quastic, leam





fay of alm.A card whint not oogum or



of it snooling.Spaff forl isnt cubular but

















net exating end mist of it snooling. Spaff forl isnt

cubular but quastic, leam restart that cant prebast.

Its tope, this fluant chasible.Step 3: Shast lape





Spaff forl isnt cubular but quastic, leam restart thatcant prebast. Step 4: This fluant chasible. Silk, shast,





Paul and Deannas Backyard Escape (left) Texture and flasp netexating end mist of it snooling.Spaff forl isnt cubular but quastic, leam

restart that cant prebast.Its tope, thisfluant chasible.Silk, shast, lape

and behast the thin chack.A card whint not oogum or bont.


Wrap it up

End on the back with a call for action. In this case, an appealing face conveys a changeof voice. Sustain continuity by carrying typefaces, styles and colors all the way through.

Organic counterpoint (Left and above) Stackable,

movable rectangles organize any space easily; on the

back, the irregular silhouette provides eye-pleasing

difference; her green outfit sustains continuity.

Inside

Give us a call

Elesara and order is fay of alm. A card whint


glead and tarm. Texture and

flasp net exating end mist of

it snooling. Spaff forl isnt

cubular but quastic, leam

restart that cant prebast.

Its top, this fluant chasible.

Silk, shast, lape and hast

the thin chack. It has

larch to say fan. Why?

Elesara and order is fay

of alm. A card whint not

oogum or bont. Pretty

simple, glead and tarm.

760.555.7924

backyardescapesLANDSCAPE ARCHITECTS1573 LAKESHORE DRIVE

ESCONDIDO, CA92025

T:760.555.7924F:760.555.9647


Back

Give us a call

Elesara and order is fay of alm. A card whint


glead and tarm. Texture and

flasp net exating end mist of

it snooling. Spaff forl isnt

cubular but quastic, leam

restart that cant prebast.

Its top, this fluant chasible.

Silk, shast, lape and hast

the thin chack. It has

larch to say fan. Why?Elesara and order is fay

of alm. A card whint not


simple, glead and tarm.

760.555.7924

backyardescapesLANDSCAPE ARCHITECTS

1573 LAKE SHORE DRIVE

ESCONDIDO, CA 92025

T: 760.555.7924

F: 760.555.9647


A change of voice

Inside weve seen her

work; on the back we

meet the designer. Her

direct, Give us a call

statement and phone

number make it easy to

act. Both are accessibly

at the top near her face,

not buried in the text.

Typestyles, sizes and

colors continue from

the inside.


8/16




14

812

Template: Story-style brochure

Legal-size page (14 x 81

2)Final size 512 x 812

512 3512

Mails easily

Fits a 6 x 9 envelope,

or can be designed as a

self-mailer that mails at

USPS letter rate.

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LAN

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CAP

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3LAK

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DR

IVE

ESCO

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T:702

.555

.7924

F:70

2.555

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www

.back

yard

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Fold Fold

8 33/4 21/4

BackyardfeaturesTexture andflasp net exating end mist of it snooling.






fay of alm.Acard whint not oogum or



of it snooling.Spaff forlisnt cubular but




Texture andflaspnetexating endmistof itsnooling.

Spaff forl isntcubular butquastic, l eam restartthat

cantprebast. Its tope, this fluantchasible. Silk,

shast, lape andbehastthe thinchack. Ithas larch

to say fan. Why? Elesara andorder is fay of alm. A

cardwhintnotoogum or bont. Pretty simple, glead

andtarm.Step 1: Bandflaspnetexating endmist

of itsnooling. Spaff forl isntcubular butquastic,

leam restartthatcantprebast. Its tope, this fluant

chasible. Silk, shast, lape andbehastthe thin

chack. Ithas larchto say fan. Step 2: Elesara and

order is fay of alm. A cardwhintnotoogum or bont.

Pretty simple, gleadandtarm. Texture andflaspnetexating endmistof itsnooling. Spaff forl isnt

cubular butquastic, leam restartthatcantprebast.

Its tope, this fluantchasible. Step 3: Shastlape

andbehastthe thinchack. Ithas larchto say fan.

Why? Elesara andorder is fay of alm. A cardwhint

notoogum or bont. Pretty simple, gleadandtarm.

Texture andflaspnetexating endmistof itsnooling.

Spaff forl isntcubular butquastic, l eam restartthat

cantprebast.Step 4: This fluantchasible. Silk, shast,

lape andbehastthe thinchack. Ithas larchto say

fan. Why? Elesara andorder is fay of alm. A card

whintnotoogum or bont. Pretty simple, gleadand

behastthe thinchack.

Paul & Deannas BackyardEscape(left)Texture and flasp netexating end mist of it snooling.Spaff forlisnt cubular but quastic, leam





9/16




Give us a call

Elesara andorder is fay of alm. A cardwhint

notoogum or bont. Pretty simple,

gleadand tarm. Texture and

flaspnet exating endmistof

itsnooling. Spaff forl isnt

cubular butquastic, leam

restartthat cantprebast.

Its top, this fluantchasible.

Silk, shast, lape andhast

the thinchack. Ithas

larchto say fan.Why?

Elesara andorder is fay

of alm. A cardwhintnot


simple, gleadandtarm.

760.555.7924Texture andflasp netexating end

mistof it snooling. Spaff forl isnt

cubular butquastic, leam restart

that cant prebast. Its tope, this

fluant chasible. Silk, shast, lape

andbehastthe thinchack. Ithas

larchto say fan.Why? Elesara and

orderis fay of alm. A card whint


gleadand tarm. Texture andflasp

netexating endmistof itsnooling.

Spaff forl isntcubular butquastic,

O U T D O O R L I V I N G

backyard

escapesLANDSCAPE ARCHITECTS

1573 LAKE SHOREDRIVEESCONDIDO, CA92025

T:760.555.7924F:760.555.9647


backyardescapesLANDSCAPEARCHITECTS1573 LAKESHORE DRIVE

ESCONDIDO, CA92025

T:760.555.7924

F:760.555.9647


Backyardfeatures Texture andflasp net exating end mist of it snooling.






fay of alm.Acard whint not oogum or



of it snooling.Spaff forlisnt cubular but




Texture andflasp netexating endmistof itsnooling.

Spaff forl isntcubular butquastic, leam restartthat

cantprebast. Its tope, this fluant chasible. Silk,

shast, lape andbehastthe thinchack. It has larch

to say fan. Why? Elesara andorder is fay of alm. A

cardwhintnot oogumor bont. Pretty simple, glead

andtarm. Step 1: Bandflasp netexating endmist

of itsnooling. Spaff forl isntcubular butquastic,

leam restartthatcant prebast. Its tope, this fluant

chasible. Silk, shast, lape andbehast the thin

chack. Ithas larchto say fan. Step 2: Elesara and

order is fay of alm. A cardwhintnotoogum or bont.

Pretty simple, gleadandtarm. Texture andflasp

netexating endmist of itsnooling. Spaff forl isnt

cubular butquastic, leam restartthat cantprebast.

Its tope, this fluantchasible. Step 3: Shast, lape

andbehast the thinchack. Ithas larchto say fan.

Why? Elesara andorder is fay of alm. A card whint

notoogum or bont. Pretty simple, gleadandtarm.

Texture andflasp netexating endmistof itsnooling.

Spaff forl isntcubular butquastic, leam restartthat

cantprebast. Step 4: This fluantchasible. Silk, shast,

lape andbehastthe thinchack. Ithas larchto say

fan. Why? Elesara andorder is fay of alm. A card

whintnotoogum or bont. Pretty simple, gleadand

behastthe thinchack.

Paul& Deannas BackyardEscape (left) Texture and flasp net

exating end mist of it snooling.Spaff forlisnt cubular but quastic, leam




Typefaces

1 (ag) Impressum Roman

a) 10 pt, +425 letterspacing;

b) 8.5/28 pt; c) 8.5/14 pt; d) 30 pt;

e) 15 pt; f) 30/23 pt, 15 letterspacing;

g) 30/30 pt, 15 letterspacing

2 Impressum Italic | 8.5/14 pt

3 (ab) Helvetica Standard Black

a) 12/9.5 pt, b) 7/9.5 pt

4 (ab) Helvetica Standard Roman

a) 10/10 pt, b) 7/9.5 pt

Images

5 (ah) iStockphoto.com

a b c d e f g h

Article resources

Colors

C60 M20 Y100 K0

C25 M25 Y30 K15

6

7

6

7

1a

5a

5e

5h

5g

3b

4b

5f

1f1c

1b

5b

3a

4a

1d 1e

5c

1g 1c

5d

2


10/16

Before&After

10of10 | Printing formats

XiBAmagazine.com U

Design a story-style brochure 0651

Design a story-style brochure 10of10

Before & After magazine

Before & After has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers of us all (ready or not), Before &

After is dedicated to making graphic design understand-

able, useful and even fun for everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Vincent Pascual Staff designer

Dexter Mark Abellera Staff designer

Before & After magazine

323 Lincoln Street, Roseville, CA 95678

Telephone 916-784-3880

Fax 916-784-3995

E-mail [email protected]

www http://www.bamagazine.com

Copyright 2007 Before & After magazine

ISSN 1049-0035. All rights reserved

You may pass along a free copy of this article to others

by clicking here. You may not alter this article, and you

may not charge for it. You may quote brief sections

for review; please credit Before & After magazine, and

let us know. To link Before & After magazine to your

Web site, use this URL: http://www.bamagazine.com.

For all other permissions, please contact us.

Subscribe to Before & After

Subscribe to Before & After, and become a

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others, click here.

Join our e-list

To be notified by e-mail of new articles as

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Back | Paper-saver format

XiBAmagazine.com UBefore&After

For paper-saver formatPrint: (Specify pages 1216)

Before & After is made to fit your binder

Before & After articles are intended for permanent reference. All are titled and numbered.

For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

suitable for one- or two-sided printing, is provided on the following pages.

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12/16

Before&After|www.b

amagazine.com

1of5

Designastory-stylebrochure0651

0651Designastory-stylebrochure

Foldandunfolda

singleshee

tintoan

appealing,narrative

-likepresen

tation.

Design

a

story-sty

le

brochure

Designa

story-style

brochure

Foldandunfolda

singlesheetintoan

appealing,narrative-likepresentation.

.

.

.openonce...

.

.

.thentwice.

On

esheet,bigimpactUnfoldingalegal-sizesheetrevealsyour

sto

ryinanatural,step-at-a-timesequence.Semi-abstractcover(inset

above)beckonsthereaderin.Openonce(right,top)toabeautifulyard

,

wh

ereanarrativepanelintroducesthebusiness.Opentwice(right,

bo

ttom),andphotos,captionsandte

xtappearthatexplainindetail.

Frontcover...

Thebestboo

ks,plays,songsand

speechesareinastorybookformat

theyhaveabeginning,amiddle,an

end,eachbuildingtothenext,and

alltheparts

tiecoherentlytogether.

Itseasytop

utthisengagingstyle

toworkina

smallbrochure.Fold

anddesign

yoursheetsothereader

seesyourpresentationinsequence

.

E

achspacetellsadifferentpartofthestory,and

a

llshareacommonstyle.Itsinexpensive,itfeels

b

ig,anditsfuntomake.

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13/16

Before&After|www.bamagazine.com

2of5



backy

ard

esca

pes

LANDSCAPEARCHIT

ECTS

1573LAKESHORE

DRIVE

ESCONDIDO,CA92025

T:760.5

55.7924

F:760.5

55.9647


Thecompanynam

eisconfidently

smallbuthasplentyofpresence.

Threereasons:Its1

)inthemiddle

ofthepage,2)aloneinthegreen

field,and3)framed

bythefountain.

Startwiththecover

Thecoverhastwojobs:itmustintroduce(Hi,were...)andinvite(Comein!).Todothis

visually,makethephotodosomeofthewo

rk.Here,ithintsatmor

etocome.

Itsthe

frontdoorTochooseanimage

foryour

cover,thinkofaportaloragate-

way.Abo

ve,thecloselycroppedfountain

suggests

anarchthatputsthereader

inadoo

rway,anditssoft-focusback-

groundh

intsatthebeautybeyond.This

isideal.Thenplacethenamedirectlyin

thereaderslineofsight(right,top).

LowercaseRomantypesayscasualwith-

outappearingfrivolousorinsig

nificant.

Small,bold,

UPPERCASEisa

visiblecounter-

weight.

Thetextblockisstraightontheright,

raggedontheleft.Thestraight

sidecon-

nectsittothepageedge,and

theragged

sideconnectsittothefounta

in,whose

curvesitfollows(left).Similarly,thetype-

styles(above)includeanirregular,serif

nameandacrisp,sans-serifdescription.

backyard

escapes

LANDSCAPEARCHITECTS

1573LAKESHOREDRIVE

ESCONDIDO,CA92025

T:760.555.7924

F:760.555.9647


Makeit

bigBycompletelyfillingthe

page,the

beautifulbackyardpresentsa

grand,in

vitingimage.Thewall-to-wall

cropping

conveysasenseofoutdoor

spacious

nessbyavoidingtheconfining

effectof

aframe.Theimagestopsatthe

flapbutappearstogofurther(above);

theprom

iseofmorebeckonsthereader

toopentheflap. Op

enonce...

andthereaderwa

lksthroughthedoorin

toabeautifulwelcome.Typesetan

introductionontheflap,which,unlikeast

aticpage,activelysugge

stsmoretocome.

Dual-functionflapw

orks

asanintroductionand

the

nextdoor.Thenarro

wtext

blockisalignedbothleft

andright,orjustified,

which

emphasizesitsheight

and

complementstheflap.Very

widelinespacingslow

sthe

readertoaconversational

speed.Thegreencolo

riseye-

dropperedfromthephoto,so

itautomaticallycoordinates.

Original

Cropped

Imageandtexttogethercan

bemorethanthesumoftheirpar

ts.To

makethemostoftheirstrengths,letthephotospeakforitself,

while

youinnarrativespeakdirectlytothereader.

Widelinespacing(leading)

Textureandflaspnetexatinge

nd

mistofitsnooling.Spaffforlisnt

cubularbutquastic,leamrestart

thatcantprebast.Itstope,this

fluantchasible.Silk,shast,lape

andbehastthethinchack.Ithas

larchtosayfan.Why?Elesaraa

nd

orderisfayofalm.A

cardwh

int

notoogumorbont.Prettysimple,

gleadandtarm.Textureandflasp

netexatingendmistofitsnooling.

Spaffforlisntcubularbutquas

tic.

O

U

TD

O

O

R

LIVIN

G


14/16


3of5



WhiteasacolorW

hite

isoftenthoughtofas

a

passivebackdrop,bu

tthis

layoutclearlyshowsthat

whitewillworklikea

ny

othercolor;thewhite

col-

umn(above)lookslik

ea

column,nottheunpr

inted

paperthatitactually

is.

BackyardfeaturesTexture

and

flaspnetexatingendmistofitsnooling.

Spaffforlisntcubularbutquastic,leam

restartthatcantprebast.Itstope,this

fluantchasible.Silk,shast,lape

and

behastthethinchack.Ithaslarchto

sayfan.Why?Elesaraandorderis

fayofalm.Acardwhintnotoog

umor

bont.Prettysimple,gleadandtarm.

Textureandflaspnetexatingendmist

ofitsnooling.Spaffforlisntcubularbut

quastic,leamrestartthatcantprebast.

Itstope,thisfluantchasible.Silk,shast,

lapeandbehastthethinchack.

Textureandflaspnetexatingendmistofitsnooling.

Spaffforlisntcubularbutquastic,leamrestartthat

cantprebast.Itstope,thisfluantchasible.Silk,

shast,lapeandbehastthethinchack.Ithaslarch

tosayfan.Why?Elesaraandorderisfayofalm.A

cardwhintnotoogumorbont.Prettysimple,glead

andtarm.Step

1:Bandflaspnetexatingendmist

ofitsnooling.Spaffforlisntcubularbutquastic,

leamrestartthatcantprebast.Itstope,thisfluant

chasible.Silk,shast,lapeandbehastthethin

chack.Ithaslarchtosayfan.Step

2:Elesaraand

orderisfayofalm.Acardwhintnotoogumorbont.

Prettysimple,gleadandtarm.Textureandflasp

netexatingendmistofitsnooling.Spaffforlisnt

cubularbutquastic,leamrestartthatcantprebast.

Itstope,thisfluantchasible.Step

3:Shastlape

andbehastthethinchack.Ithaslarchtosayfan.

Why?Elesaraandorderisfayofalm.Acardwhint

notoogumorbont.Prettysimple,gleadandtarm.



cantprebast.Step

4:Thisfluantchasible.Silk,shast,

lapeandbehastthethinchack.Ithaslarchtosay

fan.Why?Elesaraandorderisfayofalm.Acard

whintnotoogumorbont.Prettysimple,gleadand

behastthethinchack.

PaulandDeannasBackyardEscape(left)Textureandflaspnet

exatingendmistofitsnooling.Spaffforlisntcubularbutquastic,leam

restartthatcantprebast.Itstope,thisfluantchasible.Silk,shast,lape

andbehastthethinchack.Acardwhintnotoogumorbont.

Foursteps

toabackyard

escape

Opentwice

Insideiswhatthereaderhascometosee.W

iththebrochureopenflat,fourmore

imagesandcaption

splusacompletenarra

tivedescribetheproductfully.

Groupthenewphotos

Ahugediffere

nceinscale

oneveryBIGphotoandfour

smallonesa

llowsfivesimi-

larimagestosharethespace

peacefully.No

tethatthe

smallphotosareallonesize

andtightlysetinacolumn,

whichamplifiestheirpres-

enceandkeepsthelayout

beautifullyorganized.

OureyesfollowsequenceAbove,wide,mediumandnarrowcolumnsmaketh

e

designdynam

icbymovingtheeyelefttoright;

same-widthcolumnswouldbesta

tic.Our

eyesalsorecognizevisualrhythm,seenherein

thealternatingdark-light-darkcolumns.

Beautifully,simplydesigned

Thethree-columndesignispleasingtosee

andeasytoread.Andit

sassimpleasitlooks;

columnsruntopto

bottomwithnozigs,za

gs,overlaps,bordersor

othergizmos.

Impres

sum(above)isafaintlyquirkyseriftype-

facewh

oseirregularthicksandthinsand

halting

rhythm

resembletheorganicshapesofnature

yetread

comfortably.Theblacktextfollow

sthe

rule,co

lorattracts,blackexplains,andm

akesit

clearitsintendedtoberead.Thetwocap

tionsare

anexce

ption;whiletheirtypespecsmatc

h,color

difference(black/white)isneededforcontrast.

backya

Oneofthebestplacestofindresp

itefromthe

isyourbackyard.There,surround

edbygreen

flower

s,andobjectsyoulove,you

canrelaxan

Forcontinuity,thetypecolor

matchesthepreviousflap.

Backya

rdfeaturesTextureand

flaspnet

exatingendmistofitsnooling.


restartth

atcantprebast.Itstope,this

fluantchasible.Silk,shast,lapeand

behastth

ethinchack.Ithaslarchto

sayfan.W

hy?Elesaraandorderis

fayofalm

.Acardwhintnotoogumor

bont.Pre

ttysimple,gleadandtarm.

Texturea

ndflaspnetexatingendmist

ofitsnoo

ling.Spaffforlisntcubularbut


Itstope,

thisfluantchasible.Silk,shast,

lapeand

behastthethinchack.

Textureand




shast,lapea

ndbehastthethinchack.Ithaslarch

tosayfan.W

hy?Elesaraandorderisfayofalm.A


andtarm.Step1:Bandflaspnetexatingendmist





2:Elesaraand

orderisfay

ofalm.Acardwhintnotoogumorbont.


netexating

endmistofitsnooling.Spaffforlisnt

cubularbut



3:Shastlape



notoogumo

rbont.Prettysimple,gleadandtarm.

Textureand



cantprebast.Step

4:Thisfluantchasible.Silk,shast,



whintnotoo

gumorbont.Prettysimple,gleadand

behastthethinchack.

PaulandDean

nasBackyardEscape(left)Textureandflaspnet



andbehasttheth

inchack.Acardwhintnotoogumorbont.

Fo

ursteps

to

abackyard

escape

Backyar

flaspnetex

Spaffforli

tar

Bold

head


15/16


4of5



BackyardfeaturesTextureand







fayofalm.Acardwhintnotoogumor








ofitsnooling.


restartthat



tosayfan.Why?Elesaraandorderisfa

yofalm.A


andtarm.Step

1:Bandflaspnetexatin

gendmist

ofitsnooling.Spaffforlisntcubularbu

tquastic,


chasible.Silk,shast,lapeandbehastth

ethin


2:Elesaraand

orderisfayofalm.Acardwhintnotoo

gumorbont.

Prettysimple,gleadandtarm.Texture

andflasp

netexatingendmistofitsnooling.Spa

ffforlisnt

cubularbutquastic,leamrestartthatc

antprebast.


3:Sh

astlape

andbehastthethinchack.Ithaslarch

tosayfan.

Why?Elesaraandorderisfayofalm.A

cardwhint



ofitsnooling.


restartthat

cantprebast.Step

4:Thisfluantchasib

le.Silk,shast,

lapeandbehastthethinchack.Ithasl

archtosay


whintnotoogumorbont.Prettysimple

,gleadand

behastthethinchack.

PaulandDeannasBackyard

Escape(left)Textureandflaspnet



andbehastthethinchack.Acardwhintnotoogumorb

ont.

Foursteps

toabackyard

escape

Wrapitup

Endonthebackwithacallforaction.Inth

iscase,anappealingfaceconveysachange

ofvoice.Sustainco

ntinuitybycarryingtyp

efaces,stylesandcolorsallthewaythrough.

Organiccounterpoint(Leftandabove)Stackable

,

movablerectanglesorganizeanyspaceeasily;onth

e

back,theirregularsilhouetteprovideseye-pleasing

difference;hergreenoutfitsustainscontinuity.

Inside

Giv

eusacall

Elesaraandorderisfayofalm.Acardwhint


gleadandtarm.Textureand

flaspn

etexatingendmistof

itsnoo

ling.Spaffforlisnt

cubula

rbutquastic,leam

restartthatcantprebast.

Itstop

,thisfluantchasible.

Silk,sh

ast,lapeandhast

thethinchack.Ithas

larchtosayfan.Why?

Elesaraandorderisfay

ofalm.Acardwhintnot

oogum

orbont.Pretty

simple

,gleadandtarm.

7

60.555.7924

ba

ckyard

es

capes

LANDSCAPEARCHITECTS

1573LAKESHOREDRIVE

ESCONDIDO,CA92025

T:760.555.7924

F:760.555.9647

www.bac

kyardescapes.com

Back

Giveusacall


notoog

umorbont.Prettysimple,

gleada

ndtarm.Textureand

flaspnetexatingendmistof

itsnooling.Spaffforlisnt

cubularbutquastic,leam

restart

thatcantprebast.

Itstop

,thisfluantchasible.

Silk,sh

ast,lapeandhast

thethinchack.Ithas

larchtosayfan.Why?


ofalm.

Acardwhintnot

oogum

orbont.Pretty

simple,gleadandtarm.

7

60.555.7924

ba

ckyard

es

capes

LANDSCAPEARCHITECTS

1573LAKESHOREDRIVE

ESCOND

IDO,CA92025

T:760.55

5.7924

F:760.55

5.9647

www.bac

kyardescapes.com

Achangeofvoice

Insideweveseenher

work;onthebackwe

meetthedesigner.Her

direct,Giveusacall

statementandphone

numbermakeiteasyto

act.Bothareaccessibly

atthetopnearherface,

notburiedinthetext.

Typestyles,sizesand

colorscontinuefrom

theinside.

14

812Template:Story-stylebrochure

Legal-sizepage(14x812)

Finalsize512x812

512

3

512

Mailseasily

Fitsa6x9e

nvelope,

orcanbedesignedasa

self-mailertha

tmailsat

USPSletterrate.

backyardescapes

LANDSCAPEARCHITECTS

1573LAKESHOREDRIVE

ESCONDIDO,CA95673

T:702.555.7924

F:702.555.9647


Fold

Fold

8

33/4

21/4






behastthe

thinchack.Ithaslarchto




Texturean

dflaspnetexatingendmist




lapeandb

ehastthethinchack.



restartthat





andtarm.Step1:Bandflaspnetexatingendmist


leam

restartthatcantprebast.Itstope,thisfluant


chack.Ithaslarchtosayfan.Step2:Elesaraand

orderisfayofalm.Acardwhintnotoogum

orbont.





Itstope,thisfluantchasible.Step3:Shastlape






restartthat

cantprebast.Step4:Thisfluantchasible.Silk,shast,



whintnotoogumorbont.Prettysimple,gleadand

behastthethinchack.

Paul&

DeannasBackyardEscape(left)Textureandflaspnet




Foursteps

toabackyard

escape


16/16


5of5

Designastory-stylebr

ochure0651


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Giveusacall



gleadandtarm.Textureand

flaspnetexatingendmistof

itsnooling.Spaffforlisnt



Itstop,thisfluantchasible.

Silk,shast,lapeandhast

thethinchack.Ithas

larchtosayfan.Why?


ofalm.Acardwhintnot

oogumorbont.Pretty

simple,gleadandtarm.

760.555.7924

Textureandflaspnetex

atingend

mistofitsnooling.Spaffforlisnt

cubularbutquastic,leamrestart

thatcantprebast.Itstope,this

fluantchasible.Silk,sh

ast,lape

andbehastthethinchack.Ithas

larchtosayfan.Why?El

esaraand

orderisfayofalm.A

cardwhint


gleadandtarm.Texture

andflasp

netexatingendmistofitsnooling.

Spaffforlisntcubularbutquastic,

O

UTDO

O

R

LI

VING

backyard

escapes

LANDSCAPEARCHITECTS

1573LAKESHOREDRIVE

ESCONDIDO,CA92025

T:760.555.7924

F:760.555.9647


backyard

escapes

LANDSCAPE

ARCHITECTS

1573LAKESHOREDRIVE

ESCONDIDO,CA92025

T:760.555.7924

F:760.555.9647
















Textureandflaspnet


Spaffforlisntcubula

rbutquastic,leamrestartthat


shast,lapeandbehas

tthethinchack.Ithaslarch


cardwhintnotoogum

orbont.Prettysimple,glead

andtarm.Step

1:Ban

dflaspnetexatingendmist

ofitsnooling.Spafffo

rlisntcubularbutquastic,



chack.Ithaslarchto

sayfan.Step

2:Elesaraand

orderisfayofalm.A

cardwhintnotoogumorbont.



cubularbutquastic,leamrestartthatcantprebast.


3:Shast,lape




Textureandflaspnet


Spaffforlisntcubula

rbutquastic,leamrestartthat

cantprebast.Step

4:

Thisfluantchasible.Silk,shast,



whintnotoogumorb

ont.Prettysimple,gleadand

behastthethinchack

.

Paul&DeannasBackyardEscape(left)Textureandflaspnet


restartthatcantprebast.Itsto

pe,thisfluantchasible.Silk,shast,lape


Four

steps

toab

ackyard

escape

Typefaces

1(ag)ImpressumRoman

a

)10pt,+425letterspacing;

b

)8.5/28pt;c)8.5/14pt;d)30pt;

e

)15pt;f)30/23pt,15letterspacing;

g

)30/30pt,15letterspacing

2ImpressumItalic|8.5/14pt

3(ab)HelveticaStandardBlack

a

)12/9.5pt,b)7/9.5pt

4(ab)HelveticaStandardRoman

a

)10/10pt,b)7/9.5pt

Im

ages

5(ah)iStockphoto.com

a

b

c

d

e

fg

h

Articleresources

Colors

C60M20Y100K0

C25M25Y30K15

67

6

7

1a

5a

5e

5h

5g

3b

4b 5f

1f

1c

1b

5b

3a

4a

1d

1e

5c

1g

1c

5d

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