This project was completed as part of my BA in Graphic Design and Media Arts, with a concentration in Web Design curriculum. It demonstrates my ability to meet specific project briefs, adhere to deadlines, and apply design theory to simulated or real-world client scenarios.

Project Overview: PiddlePaddle Tours Brochure

Tech Stack: Adobe Illustrator, Adobe InDesign

I designed a professional, four-panel roll-fold brochure for PiddlePaddle Tours, a sea adventure company. The project involved transforming client-provided copy and imagery into an engaging print piece measuring 11x17” flat. The final design utilized a modern sans-serif typeface and a vibrant CMYK color palette of blues, greens, and red-orange to capture the energy of outdoor sea adventures.

The Challenge

The primary objective was to create a layout that felt "fun" and playful while remaining highly functional and organized. I needed to:

• Balance information density: Organize various tour destinations, services, and contact details without overwhelming the reader.

• Adhere to physical constraints: Ensure the design would fit standard pamphlet holders (under 5 inches wide) while accounting for specific technical requirements like folding compensation and print imposition.

• Move beyond rigid structures: Avoid a "boxed-in" feel that can sometimes occur when strictly adhering to fold lines in a grid.

The Solution

To meet the client's needs, I implemented a modular grid that provided a flexible framework for arranging text and images. Key design decisions included:

• Dynamic Layout: I intentionally "broke the grid" by allowing images and text to extend across fold lines, creating a sense of movement and depth.

• Strategic Hierarchy: I established a clear visual path using bold, uppercase subheadings for destinations and high-contrast colors (blue, green, and red-orange) to draw attention to key sections.

• Technical Precision: I calculated a custom panel width of 4.35 inches to ensure the 17-inch wide spread folded perfectly for standard displays. I also utilized a digital folding compensation tool to ensure professional-grade accuracy during the printing process.

The Impact

The resulting brochure serves as an effective, interactive introduction to PiddlePaddle Tours.

• Enhanced Navigation: The sequencing guides the viewer from a bold cover to a detailed interior, ending with a welcome message, QR code, and contact info on the back for immediate access.

• Engaging Aesthetics: By applying gradients, custom shapes, and text-wrapped images, the design moves beyond a static document to become a playful, modern brand touchpoint.

• Client Communication: I presented the work using reader spreads, providing the client with a clear, non-technical context of how the user would experience the content in sequence.