To conclude my research into FP Creative’s work for the Jaguar and Land Rover brands, I will look at the coffee table book they produced for the Journey of Discovery, a exhibition to celebrate the production of the one millionth Land Rover Discovery. This involved four vehicles, equipped with off-road accessories being driven from the Solihull factory in Birmingham to Beijing for the 2012 motor show. This involved travelling 10,000 miles across 13 countries, with the end goal of raising £1million for the Red Cross.
“FP Creative proposed using this content for a beautiful coffee table book commemorating the Journey of Discovery, sales of which could raise further money for the Red Cross.”
To get maximum exposure, and raise maximum money for the Red Cross, FP Creative worked at maximum speed, taking just ten days to design, and was delivered to Land Rover three weeks after the end of the expedition. Such deadlines are a reminder to me that I need to keep working as hard as possible with this project to maximise the time I have available to me.
An interesting typographic piece appears on the first spread, as it is just plain orange, save for a small piece of type highlighting the distance and time of the exhibition. It works well to make a statement about the achievement of the expedition.
Colour Scheme: Personally, I really like the orange and white colour scheme, the brighter appearance, makes a refreshing change from many of the brochures I have researched, which feature rather conservative colour schemes. However, this is the case so as to place the attention solely on the vehicles, and because the connotations of using bright colours do not match the sophistication of the vehicles I have researched. While I doubt I will be looking to use these colours for the Range Rover brochure, I still aim to promote a light, airy feel for my brochure to capture the qualities of the Range Rover.
Typography: The main typographic pieces are the spreads to highlight the expedition entering a new country, as can be seen in the two spreads below. The type fits into the image, giving each spread its own distinctive character highlighting the diversities of the countries visited.
Information graphics: These were put into the book to convey the key facts of the expedition, to highlight the effort and achievement of the people involved. Picking out really interesting facts helps to describe the nature of the expedition to the audience, as though they were there learning as the expedition went along. This is something that even photography of the very highest standard can’t convey.
This spread really highlights what the Discovery means to the automotive world, and is really a celebration of a fantastic vehicle. By showing the evolution of the car, it highlights to the audience just how progressive the automotive world is, and although not mentioned, it points to the future, making people think about the potential yet to be unlocked…
Helping the whole informative process of the book, a silhouette of the country as well as a brief summary all help to provide a background context to the expedition. The photography also really helps to highlight sights and scenes not usually seen.
The layout throughout really complements the photographs, which is great, as some designs I have researched throughout this project have not. This book is a great example as to how all the various design elements can be harmonised.
- I am really impressed with the timeframe this was all constructed in. I would never have known. It reminds me how hard I need to work to make this project a success.
- The book tells a story, which is something I wonder if it would be possible to replicate for the Range Rover brochure, so the sections flow together rather than just jumping from one to another.