Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:188
Text (DS)
giloventures
CLIENT:
GiloVentures is a venture capital
and management company.
FIRM:
Jennifer Sterling Design
ART DIRECTOR/DESIGNER:
Jennifer Sterling
ABOVE AND OPPOSITE: The engraved and
die-cut cover is bound to the inside
pages by rivets, instead of saddle
stitching, to give the appearance of a
museum-quality book. Each inside
spread is accented with blind debossing
and blue engraving to give the piece
a tactile quality.
Simplicity and Sophistication
GiloVentures was looking for a sophisticated yet
understated brochure that would detail their approach
in funding and running a business. Because the
design firm had developed a complete program for the
company, they knew exactly what they needed to say
and do in this piece. The biggest challenge was working
within the client’s somewhat restrictive budget. “In
Chinese,
constraint
is the word for disaster, which is
the same as opportunity. Constraints, and changes as
well, force you to solve things in a different way,” says
art director and designer Jennifer Sterling. “This par-
ticular piece is quite conservative for a venture capital
company. Even though it may look expensive, it is not.
There are a lot of tricks we did to make it more sub-
stantial.” Each page of Fox River Archiva 70-lb. text has
been Japanese-folded to add bulk and weight to the
simple 16-page book. The cover adds consistency by
folding the stock over and pasting it together, creating a
double-thick front and back for the piece.
Graphic Design That Works
188
180-193 84823 12/12/05 8:02 AM Page 188
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:189
Text (DS)
W)
88
What Works
With its die-cut and engraved cover, rivet binding,
Japanese-folded pages, interior blind debossing, and
interesting use of type and white space, the simple but
elegant brochure adds personality and distinction to the
venture capital and management company.
The die-cut cover is engraved with blue on a brown
cover stock, Carnival Coco. “The blue engraving and
die-cut really help the cover to pop,” adds Sterling. “I
also like going with a colored sheet rather than a
printed one. When you flood the sheet with ink, you
get cracks when you fold and score it, showing the
white of the sheet.” The rivets, used to bind the book,
aid in making the piece appear more substantial.
Inside the brochure, a consistent circular pattern ties
in the rivets with the rest of the piece. The questions
who, how, what, and why are framed in a graphic
series of boxes to draw attention and carry the viewer
through the key elements in the brochure. Because
the design firm was very familiar with the identity
and brand of the company, they were able to create
something that not only described GiloVentures in an
interesting and informative way but also suited the
company’s limited budget.
189
180-193 84823 12/12/05 8:02 AM Page 189
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.