Graphic Design That Works

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

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precis

Graphic Messaging

Because the offerings of Precis were quite complex, the

design firm’s first task was to get a clear understanding

of the company and to simplify the communication into

a provocative brochure. “Most of the research was getting

into the client’s shoes and trying to understand what it

is they do and to flush out key headlines,” says designer

Bryan Clark. “We learned that the service they deal with

provides knowledge—informing clients how they are,

how they are perceived, and the extent of their media.”

Once the design firm had a direction, the challenge

became how to conceptually and technically convey

their idea. “We decided to develop a series of questions

that would illustrate simple graphic stories about

uncovering information,” recalls Clark. “The before-and-

after approach was used as a point of illumination. This

created audience participation that endeared the reader

to carry on and to look forward to the next point being

made.” This simple, interactive guide takes the reader,

in an interesting and captivating way, through all the

CLIENT:

Precis measures communications

effectiveness for media-based

companies.

FIRM:

Lewis Moberly

CREATIVE DIRECTOR:

Mary Lewis

DESIGNERS:

Bryan Clark and David Jones

ILLUSTRATORS:

Bryan Clark and Steven Sayers

COPYWRITER:

Martin Firrel

ABOVE: The embossed and foil-

accented cover is made of light

board and gives a sense of

elegance to the piece.

Graphic Design That Works

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key points of the company. Colored film is used

throughout to reveal information and change perceptions.

“The tradition goes back to children’s storybooks

where you open the flap and certain things appear

and others disappear,” observes Clark. “Precis is about

uncovering new information and showing people

things. The illustrations are a metaphor for discovering

something new.” The graphic images were initially

sketched out on paper and then finalized in Adobe

Illustrator. With the addition of an embossed cover,

the interior spiral-bound brochure gained a more

formal presentation. “We played up areas to make it

look more special,” notes Clark. “Initially, we looked

at different things like varnishes and litho printing,

but embossing was more tactile and raised the

presence and feel of the brochure. It was the overture

to the beginning.”

ABOVE: Each spread illustrates

a key point. The colored film

allows certain things to appear

and to disappear—cleverly

delivering the message.

What Works

By using a before-and-after approach, the brochure

was able to clearly communicate, in an interactive and

captivating way, key points about the company’s ability

to uncover new information. The engaging brochure

helped to define and clarify exactly what Precis can

offer their clients and how this service can impact their

communications effectiveness.

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