The Challenge
Working with marketing partner, Material Insight, Atom Graphics was tasked with creating three 4-page brochures for Paper Umbrella, a private residence club for families seeking joyful luxury. The brochures included an introduction to Paper Umbrella Residences and two location-specific brochures. These brochures would be the company’s first print collateral, required to convey how the Paper Umbrella process works, and details of current properties. A major goal of the print pieces was to get potential clients excited about the possibility of being a part owner in luxurious tropical properties. The pieces had to evoke feelings of excitement, adventure, relaxation, family, togetherness and romance – the essence of Paper Umbrella.
The Solution
Having recently created the Paper Umbrella identity prior to these print pieces, Atom Graphics was familiar with the company’s core message and brand. With Material Insight writing strong content for the brochures, it was important to emphasize the benefits and features in easy-to-digest visual blocks. Large callouts were incorporated to highlight the key points. For the location-specific brochures, the focus was on amazing photography that communicated the property’s best features, and the two touchstones of Paper Umbrella: joy and luxury.
The Results
A recurring pattern based on the Paper Umbrella logo was used throughout to add vitality. The finished brochures are a careful balance of playfulness and clarity. They are persuasive and successfully transport the reader to a ‘what if’ scenario.
Related project: Paper Umbrella identity
