Designing a fresh look

The Challenge

Firstly for the PFS, and then for themselves, the CII approached us to design membership guides that would be sent to the society’s members.

Whilst following brand guidelines and their in-house photography style, our creative team were tasked to create a more visual and appealing guide.

The Solution

With the previous membership brochures struggling to engage readers, our team approached the new guides with a more friendly, creative and relaxed style.

When designing the guide for both CII and PFS, every page was approached with intrinsic detail and care. To soften the layout and create a more inviting feel for each spread, we combined the core brand style with hand drawn elements and carefully selected fonts and styles – all designed to engage readers.

With content already provided, we worked closely with the PFS and CII teams to narrow down the imagery, which all reflected their photography style. This allowed us to quickly adapt to any changes or new ideas.

Our creative team used different styles of imagery to bring every page to life, giving the guides a unique identity. For example, strong hero imagery was used at the start and end, whilst a reportage style was chosen for the inner spreads, allowing for clearer typography to emphasise messaging and allow more breathing room for content.