Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:218
Text (DS)
precis
Graphic Messaging
Because the offerings of Precis were quite complex, the
design firm’s first task was to get a clear understanding
of the company and to simplify the communication into
a provocative brochure. “Most of the research was getting
into the client’s shoes and trying to understand what it
is they do and to flush out key headlines,” says designer
Bryan Clark. “We learned that the service they deal with
provides knowledge—informing clients how they are,
how they are perceived, and the extent of their media.”
Once the design firm had a direction, the challenge
became how to conceptually and technically convey
their idea. “We decided to develop a series of questions
that would illustrate simple graphic stories about
uncovering information,” recalls Clark. “The before-and-
after approach was used as a point of illumination. This
created audience participation that endeared the reader
to carry on and to look forward to the next point being
made.” This simple, interactive guide takes the reader,
in an interesting and captivating way, through all the
CLIENT:
Precis measures communications
effectiveness for media-based
companies.
FIRM:
Lewis Moberly
CREATIVE DIRECTOR:
Mary Lewis
DESIGNERS:
Bryan Clark and David Jones
ILLUSTRATORS:
Bryan Clark and Steven Sayers
COPYWRITER:
Martin Firrel
ABOVE: The embossed and foil-
accented cover is made of light
board and gives a sense of
elegance to the piece.
Graphic Design That Works
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