Graphic Design That Works

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

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polygon group of companies

CLIENT:

Polygon Group of Companies is a

homebuilder and Klahaya is one

of their upscale developments in

West Vancouver, one of Canada’s

most prestigious neighborhoods.

FIRM:

Thumbnail Creative Group

CREATIVE DIRECTOR:

Rik Klingle

DESIGNERS:

Valerie Turnbull and

Lindsay Rankin

PRODUCTION:

Paul Townson and Judy Austin

PHOTOGRAPHER:

John Sinal

COPYWRITER:

Martha Ophir

ABOVE AND RIGHT: The vellum cover

entices our curiosity, while the

textural uncoated stock, French-

folded, adds bulk and substance

to the overall piece. The 12-inch x

12-inch (30.5 cm x 30.5 cm) book

is held together by grommets, and

the inside spreads feature an

artistic interpretation of the

natural elements that surround

Klahaya.

Graphic Design That Works

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

175# Dtp:120/163 Page:203

Text (DS)

W)

02

Inspired by Nature

“West Vancouver is a very beautiful area that is full

of natural resources,” observes creative director Rik

Klingle. “In this piece, we wanted to reinforce the

pristine nature of the development, so we came up

with the theme

The Nature of Home

.” Throughout the

brochure, nature is depicted in an evocative and inviting

way that appeals to the senses. Human elements are

absent throughout the piece, allowing viewers to put

themselves into the tranquil and soothing environment

of Klahaya. “In our initial research, we did a lot of

walking through the forest—helping us to develop a

clear idea of what we wanted to show in the pho-

tography,” recalls Klingle. “There is a sensuality that

comes when you walk through the forest after it has

rained. You can feel the ferns brushing up against

your legs, the water droplets on your pants, and you

can just smell the freshness.” To break away from

typical nature shots, Klingle hired photographer John

Sinal to create a series of photographs from around

the site that not only evoked emotion, integrity, and

truth but really explored nature as art.

Because the brochure targeted a very educated and

affluent audience, the text was handled in an elegant

yet poetic fashion, quoting William Wordsworth along

the way. The palette, an array of muted tones, is soft

and dramatic. “Our idea with this piece is to create

a coffee table book that would continue to inspire

people about where they live. We really tried not to

make it a typical development brochure. From the

ground up, we wanted to do something special,”

concludes Klingle. “People see with their hands first.

I’ve always believed the architecture of a piece is

very important. It sets up an expectation that there

is something to be explored.”

ABOVE AND LEFT: The back pocket

holds the functional aspect

of the brochure—six inserts

detailing the various floor plans,

amenities, and the site itself.

The Klahaya logo is a fern that

was created by hand using a

linoblock technique.

What Works

The brochure, distributed by hand and mailed to a very

targeted audience, generated a great deal of interest

and sales for this unique and exclusive development.

“The reason this brochure was so successful was

because everybody involved—the architects, interior

designers, landscaper, and the client—came together

at the beginning,” explains Klingle. “We talked about

the vision and where it could go. Everybody was in

sync. It was very much a collaborative process.” The

brochure was so inspirational that the interior designers

used the same color scheme for the exterior trim of the

development, and the photography outtakes were used

as wall art in the suites themselves.

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