O'Reilly logo

Masters of Design: Corporate Brochures by Sean Adams

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

a
tion
e
:122
RAY
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
#175 DTP:174 Page:123
a
tion
e
:122
RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
#175 DTP:174 Page:123
a viewer to want to learn more. For this reason, Isley only
works with clients who have real enthusiasm and passion
companies and institutions to help craft their brand person-
alities and introduce them to the public. This happens not
only by making well-crafted and powerful work, but also by
using a team of designers, writers, and strategists working
across multiple disciplines. This broad approach establishes
a consistent voice, attitude, and point of view to position
the client in the minds of the audience.
is a series
of year-in-review books
providing customers,
employees, and investors
an overview of Canon
American division.
Redding, Connecticut, USA
Alexander Isley
123
ALEXANDER ISLEY INC.
REDDING, CONNECTICUT, USA
I believe we are good at conveying excitement, interest,
and passion,says Alexander Isley. Good design encourages
a viewer to want to learn more. For this reason, Isley only
works with clients who have real enthusiasm and passion
for what they do. He never wants to be in a position to have
to convey something that is not real. Therm works with
companies and institutions to help craft their brand person
alities and introduce them to the public. This happens not
only by making well-crafted and powerful work, but also by
using a team of designers, writers, and strategists working
across multiple disciplines. This broad approach establishes
a consistent voice, attitude, and point of view to position
the client in the minds of the audience.
OPPO SITE
Canon Today is a series
of year-in-review books
providing customers,
employees, and investors
an overview of Canon
Corporation’s North
American division.
Alexander Isley Inc. • Redding, Connecticut, USA
Alexander Isley
RAY
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:124
102-147_C52241.indd 124 7/15/09 1:40:41 PM
RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:124
Organizations, like people, are judged by what
they say, how they look, and the way they
behave. While the work at Alexander Isley Inc.
is varied, their approach to solving problems
is consistent: do the research, ask a lot
of prodding questions, establish an appropri-
ate plan of action, and, above all, always
determine what something should do before
thinking about what it should look like. Only
then do Isley and his team work to produce
a solution that is direct, appropriate, and
memorable. Isley also maintains particular
focus and expertise in implementing sustain-
able, environmentally friendly, and socially
responsible practices. Rather than relying only
on issues such as recycled paper, printing
technologies, or the carbon footprint, Isley
starts at the most important issue. “The first
question to ask is do we need to do this at
all? Could more than one piece be combined?
Can this be done electronically?” he asks.
Only after determining the need for a physical
object does he question the best techniques
and methods to use.
Object Fixation
Why is print a viable medium to communicate
rather than only using web or interactive?
For Isley, the answer is about the object.
“There is no substitute for holding something
tangible in your hands. It suggests perma-
nence, confidence, and authority, in a way that
interactive pieces cannot. The art of printing
something demonstrates that you are express-
ing something in which you have a dedicated
investment,” he responds. A designer controls
the viewer’s experience in a way that is
different from all other media. A book is the
ultimate random access document. “Plus,
he says, “I’ve never seen someone want to
keep a web page next to his or her bed.” Once
it is determined that the media will be print,
Isley defines the formats. Typically, the format
and actual look of the design are determined
late in the process. It is important for Isley
to determine what a design should do before
considering what it should look like. Once
he has an idea about the form something
should take, the team researches and explores
printing and fabrication issues. This ensures
that the format proposed will be economical
and not wasteful.
theme for each year’s
book, established a copy
platform and design
approach, and worked with
writers and photographers
to implement the ideas.
In this way, each year’s
offering is a stand-alone
informative narrative.
ABOVE AND OPPOSITE
The goal of Canon Today
is to emphasize the
diversity of the company’s
offerings and to provide an
exhaustive “product-by-
product” guide of all items
offered, from cameras to
copiers to medical imaging
equipment. Alexander
Isley developed an overall
124
MASTERS OF DESIGN Corporate Brochures
102-147_C52241.indd 124 7/15/09 1:40:41 PM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required