WalkTrue Workshop: REDD
To further explain the power of the brochure and clarify how it works in practice, we are going to look at how we approached REDD, one of our client’s brochure projects.
REDD is an established Monegasque real estate development company who, having partnered with renowned development manager Russell Smithers, is launching REDD London. The team wanted to use the opportunity to review everything from branding to website and marketing collateral.
The client requested implementation of their new branding in print materials which reflected the premium nature of the brand. Although already established, they wanted to use the rebranding to crystallise the company’s image with elegant and timeless appeal that would sit comfortably next to the very best in luxury names while also standing out.
Walktrue worked with the team early in the process on initial logo concepts and, as a result, were later asked to roll out the finalised branding into the REDD brochure, which we designed.
THE REDD STRATEGY
To evoke a high end feeling we knew that the REDD brochure needed to embody the words spacious and luxurious. We achieved this by utilising a limited colour pallet and using abstract imagery such as textures, rather than traditional real estate images. The minimal use of colour not only allows the other design aspects to speak for themselves but also lends itself to a variety of other marketing materials such as on site PPE, clothing and even company umbrellas.
Combining these minimalist and effective design choices with lots of white space and perfectly prioritised information we ensured the brochure reflected the core principles that REDD apply to their developments without loosing their unique approach.
We tied in the aspirational aspect of the brief by using high quality, natural looking, lifestyle photography which we colour graded for brand consistency and added the REDD logo to. Again the images used are not typical real estate images but are more lifestyle-led focusing on the dream life which can be lived out in one of their developments.
To finalise this clean and light brochure and ensure it evoked the elegant feeling the client requested we contrasted the bold images with more subtle text. Giving the images and text room to breathe was key in maintaining the opulence of the brochure as a whole.
The brochure we created for REDD clearly demonstrates how design elements can be used to make your brochure say more than just the words you include in it. With real estate brochures still being a popular and expected part of the real estate buying process, making yours stand out is evermore difficult but also evermore important. Contact us to discuss how we can breathe new life into your printed marketing materials.