Just when I thought my brochure research had come to an end, did I decide to have a quick look on Behance for some design inspiration. What I didn’t expect was to come across FP Creative, the ‘communications agency’ responsible for many of the Jaguar and Land Rover promotional material. I was really impressed with some of their work I had not seen before, so have decided to extend my research, and see what I can learn as well as be inspired by.
The Range Rover Evoque is the smallest car in the Land Rover range, and has been a automotive hit, with its blend of compactness, style and luxury appealing to many. It also appealed to many in the fashion world, and with Land Rover consulting Victoria Beckham throughout the design phase, (as she was seen as the target audience one would imagine) Land Rover collaborated with her to produce 200 special edition Evoque’s.
The particular design I am going to look at here is the “premium limited-edition brochure” that was “produced as a gift for a launch party and evening event.”
The Range Rover Evoque Special Edition with Victoria Beckham brochure can be viewed here on Behance, including an interactive flick through of the brochure provided by Issuu. The screenshots here have been taken from the Issuu reader, hence the toolbar that got in the way.
The photography is as excellent as ever, and with many of the photos being taken in L.A, there is a relevancy to the customers who would receive one of these brochures, as this could well be a city where customers will be based. It is also one of the world’s most dynamic cities, providing a stunning skyline for photographs.
The front cover makes a great use of the monochromatic photography, with the rose gold type. The colour scheme has heavy connotations of the car, which features a matt grey finish and rose gold detailing inside and out.
Edit: 12/4/13 – After visiting Gaydon for a Land Rover design and engineering tour a couple of days ago, I saw a couple of these vehicles in the metal, and it really emphasised to me just how well the grey colour used throughout the brochure matched that of the vehicle. The brochure does a great job of matching the car’s colour scheme.
The monochrome style provides a high quality, conservative approach that is very classy and elegant. The transparent paper with a quote on that overlays the image looks great. In many ways it allows for a layout and image to be merged and separated, letting the best aspects from both come through.
When I analysed the Range Rover brochure, I criticised the fact that it was minimal, leaving too much of a margin. So I thought to myself when I saw this, why do I not think that this time? Well, I’ve been thinking, and I think the portrait orientation works much better, as there is reduced width to the page. The layout does not use the negative space as a frame so much because the content is placed differently, and slightly unevenly. Having the rose gold frame also helps to provide a colour contrast that was not present in the brochure. Minimal typography is used throughout. Spreads like the one below focus on key phrases that summarise the Evoque. I wonder if, for my designs, I could attach certain characteristic words to spreads. An example could be using the word ‘dynamic’ to highlight a spread featuring the car’s performance and handling qualities perhaps.As for the typography throughout, the ‘Land Rover’ typeface is used, as it is in other publications for Land Rover. This was a typeface that originally I was not sure about using as it did not seem to be luxurious enough with the slightly more angled shapes, but over time, the more I have seen it, I believe it is fit for purpose, and resonates with the audience, as it is used so often in Land Rover’s promotional material.
The only issue is I believe it is a custom typeface, and therefore not accessible to me. So I will have a further look when I research into typography later on in my research.Another stunning photograph combined with minimal text, although I would have preferred to see the line length cut, as I feel it is too long currently, which doesn’t make it too easy to read. Thankfully, this is negated by the fact there is very little text at all. With this spread, the details are captured beautifully, with the vibrancy of the colours bringing out the sheen that is associated with, and a part of gold. With gold being fashionable and symbolic of luxury, I can see why it was chosen for this special edition.
- Issuu seems a great way to produce a digital version of my brochure when I design it. I can upload it as a PDF file, and embed the content onto my blog as well as portfolio sites such as Behance. It displays well, and looks the most realistic digital publication reader I have come across.
- I noticed here the design has picked up on a couple of key characteristics of the special edition, such as the matt grey finish and the rose gold touches. I will need to analyse the Range Rover and see where I can apply the same logic.