The Brochures

After having finished the sketches, I had a rough idea of what I wanted from this project.

The main goals:
Sell veganism in a non pushy way
Create design that appeals to all ages, families – young and old
Outline the benefits

From this, I created a bunch of sketches to encompass the ‘bright & playful yet minimal’ theme I’m aiming for. These were created with a simple Copic marker – some made it to the final designs whereas others didn’t.


I chose to use a bunch of the lines because they fit the vibe I previously explained – I then used photoshop’s layer mask to isolate them and create smart objects. After, I aligned them into the rectangular shape I’d envisioned as the ‘trademark’ page markers of the brochure:

Finally content with this, I began to implement it into my page design, as well as finding suitable images, quotes, facts, fonts and recipes:

I finally settled for the fonts “Verdana” for it’s bold yet somehow un-harsh appearance, “Baskerville” because of it’s soft serif and easy readability, “Daisy’s Delight” for the whimsical vibe and “Prestige Elite STD” to set the matter-of-fact tone when it comes to the facts.

Alongside the lines and ‘crayon’ appearance, I wanted something a little more easy on the eyes.  Vector art always looks nice when it comes to food – or to be more precise, food cut in half – there are many beautiful patterns that occur within the centre of the plant.


Above are the vector drawings, I had mixed feelings at first because I thought the contrast/opposition of the vector images mixed with the ‘crayon’ style of the lines would be too much.

I implemented these as such:
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I first began by figuring out sections ans colours for said sections, using both the vectors to mark a new section, using the ‘Polaroid’ to create variety and also the family friendly vibe.
Minimalism was key when designing this, at first I thought that so much empty space was bad, but then I came to like the space.
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Thank You for reading, next shall be the animal cruelty guide…


Major Project – Brochures

To begin this journey, I started by researching my ‘issue’ in society in my Planing for Major Project section, where in depth research was conducted to ensure I have a firm grasp on the topic at hand. Not only this, but I have a lot of personal feelings towards everything spoken about in this project, so this only strengthens my desire to create a good outcome that will do this topic justice. The issues were as follows:

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If you have read my Planning for Major Project section, you will know that I completed my Presentation, leaving off at where I should be going with this project.

My initial thoughts were to create either an Ebook, Starter Pack, Infoguide or maybe even a deli/restaurant that is dedicated to helping people realise how our eating habits are destroying out health, the environment, the lives of animals and much more. Below is a picture of the notes I took while deciding:


The Learning Outcomes of the project are below:

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I shall try to meet these criteria whilst creating my outcome, keeping these in mind, I will now begin brainstorming:


The orange highlighted sections are the ones that hold my interest most, and after the mind maps, I figured that both the Mail Box, and the Restaurant Menu are of my choice.
Deciding between these two is hard, because they both fit my proposal equally as well by fulfilling everything I have outlined of this brief… only in different ways.
Whilst the restaurant is a very literal way of doing this (when it comes to the health side) because it contains only healthy, vegan food and special recipes, it lacks a little when it comes to the information part. Getting the information about cruelty, our poor health and dying world out there whilst selling food is a little counterintuitive, simply because while eating, this isn’t what customers want to think about. Then there is the ‘preaching’ part – whilst this restaurant will be great for those already educated when it comes to the animal industry, it will put off a lot of potential customers who are not inclined to eat this way because of their beliefs.

On the flip side, the Mailed Box acts kind of like a started guide for people who are both informed, and those who aren’t. It therefore has a broader audience to spread the word, while also containing every aspect of information I would like to convey – all this without the same drawbacks that the restaurant would have.

I shall be creating the Mailed Box… or brochure(s) But, how will people get to hear about this you ask? The idea is as follows:
Not only will this started pack have it’s own website, Crowdfunder and subscription system for those who are actively ordering and wanting to know about Veganism, but for those who are unaware, I have devised a ‘partner programme’. How this would theoretically work, is that my mailed box/brochure company will team up with various other businesses, such as clothing lines, supermarkets, online stores, jewellers etc, to send a free box along with any purchase a customer of this ‘partner’ makes. I think this is a brilliant way of spreading the word to those who do not know of the vegan lifestyle and animal awareness, also to broaden the business and therefore the possibility of more and more boxes being sent out to customers of partner businesses.

Now on to the brochures itself!
For the content, I have a rough list of what I feel would be beneficial:


I think it will be beneficial to have a variety of content in separate form for all those who are interested in different aspects – also it will make the content look a little more ‘full’ – in addition to this, a freebie works as incentive (or good will gesture).

That is all for now – I shall be developing the company etc in the next post, so hopefully I will see you there.



Introduction (Not Part of Word Count)

Scary title, scary concept.
We can do whatever under the sun, as long as it follows these loose guidelines: It must have a word count of 3000, represent the context of current professional, cultural and critical concerns and also it must have a 5-7 minute presentation of 1000 words.
And that’s all we have to go on. This is so broad that it could go in any direction possible. I am pleased about the freedom we have been given.

To see what direction this will end up taking, keep up to date with these posts and also the posts from my Major Project section.

See you in the beginning,