The “Hello Solutions” brochure was developed to support Laserfiche’s rebranding initiative, which involved a refresh of brand messaging and graphics to position the company for continued growth.
To orient readers, content is designed around the Laserfiche digital transformation model. The brochure has a customized design with unique binding and layout. Spreads increase by width, creating a continuous cover image. A custom-size folder holds a business card and product inserts.
I was asked to introduce an approachable style to appeal to a new generation of B2B technology buyers. Multiple prototypes were shared with the marketing department and sales team, with feedback incorporated into the final version.
In order to differentiate Laserfiche from its competitors and generate more sales, I proposed a custom-sized brochure. Despite the belief "print is dead", people value and pay attention to high quality print. People still want to be able to touch and hold something even though everything is digital. Therefore I wanted to make the Laserfiche brochure something people want to pick up and read.
Based on my research, I was inspired by the 2017 Uncommon Fellowship Catalyst Conference brochure for its unique cover, layout and skeleton. The continuous image on the cover makes it a dynamic piece. The copy for the Laserfiche brochure is light, so it fits well in this type of brochure layout.
Since the brochure copy was short and concise, I expanded the usage of typography by introducing the slab serif font, Tisa, as an additional typeface to the brand. Although Aller is the main typeface, there needed to be another typeface to make the brochure designs more interesting. The inhouse design team proposed the idea of using Tisa because it reflects Laserfiche’s personality as friendly, confident and casual.
After researching different uses of typography, I used the Tisa bold italic as a way to emphasize and highlight a word on a page. I’m inspired by typography designs that have clever type arrangement and hierarchy. The typography is also integrated in the illustrations to make all the design elements cohesive.
Material Design Illustration
Illustration wasn’t explored since the brand redesign process, but I revisited the idea for the brochure. Based on current design trends, flat design illustrations are becoming more dimensional with the influence of Material Design.The principles of Material Design is based on how paper interacts in the physical world. By adding realistic lighting and shadows to minimalist illustrations, the design creates the appearance of three dimensional space.
In order to achieve the Material Design aesthetic, I had to base the brochure illustrations on a top-down perspective. Seismic’s 2017 website was a great example of using technology and and office supplies on a clean desk background.
The brochure has a customized design with unique binding and layout. Spreads increase by width, creating a continuous cover image. The cover also has a UV print coat on the hexagonal pattern creating an extra effect. The inside pages have custom illusrations inspired by material design. The last page is a custom-size folder holds a business card and product inserts.