Purpose of the brochure
Further enhance the reputation of Amberth as a boutique kitchen and bathroom company, and bring to life what Clear Sales Message have developed, which is presenting Amberth with a more ‘upmarket’ feel and promoting the ‘full service’ angle for residential and commercial audiences.
Target audience
Residential: professional couples, families and Lesley (pride and peace of mind)
Commercial: architects, developers and interior designers (focus and finish)
Content
The magazine-style image brochure inspires customers and clients with the luxury kitchens and bathrooms that Amberth has created and reassures them that Inga and her team are the right choice.
The 28-page brochure could have three parts that speak to the gut, the heart and the head. The first part is about Amberth’s ethos and values (brand), the second aspirational part celebrates flagship work (design and craft), and the ‘technical’ part features the approach (process). We have discussed a modular design to tailor the latter to residential or commercial clients. Alternatively, the part for architects, developers and interior designers can be added after the residential component.
Look, feel and function. — Show, don’t tell.
Design requirements including colour scheme, typography, layout, and branding elements
Logo: as per guidelines
Typefaces: primary DaxPro and secondary Coco Sharp
Colours: white, black, and copper, as per guidelines. [Orange TBC]
Copy: first layout with blind copy and then copy brief, but keeping the copywriter in the loop from the beginning.
Imagery: joint selection of flagship projects keeping the aspirational feel in mind
Graphics: minimal look
Additionally, for the digital version, the following aspects could be researched and explored: interactive features, such as hyperlinks, videos and augmented reality. AR could work for the printed version as well. The premium feel is essential, so any feature must enhance the experience, not cheapen it by being too gimmicky.
Required file formats and sizes
Magazine look: size 215mm by 270mm closed if printed; when open, a double page spread is comparable to screen format (ca. 14:9). The master document will be high-res so that we can create a print-ready PDF in CMYK as well as a small size PDF in RGB for email use or downloads.
Timeline
0) Brief (cw 15): review the requirements of the audiences and their journeys
1) Concept (cw 16&17): sample pages for look-and-feel, page plan and onboarding of copywriter
2) Layout (cw 18—21): complete brochure design with the provided image and copy content
3) Artwork (cw 22): Final Deliverable is a proof-read, print-ready PDF and a low-res version of it for email attachment or download via a link
The timeline assumes a quick review and approval process.
Review and approval process
The process aims to ensure that the brochure meets the desired standards for quality, branding, and messaging so that we can progress without misunderstanding.
Four sign-off milestones: approval of (1) briefing, (2) concept, (3) layout and (4) artwork
- Briefing: agree to the broad design direction of a three-part structure, hi-end magazine style and audience-specific requirements
- Concept: approve design direction, page plan, format and page count
- Layout: design and copy
- After the first design revision, sign off the overall layout and copy brief
- Second revision and approval copy in layout, so that it can be proof-read by Amberth
- Artwork: sign-off master version for the residential plus the variant for commercial audiences to create the PDFs
If you have questions, please get in touch with me.
Warm regards Stephan Hammes
M 079 6619 5576 mail@stephanhammes.com
12 April 2023 valid for 20 days