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A roll fold with five panels seemed like a good solution to showcase maternity jeans. It introduced, and progressed images and copy supporting the notion that maternity pants can fit well, be attractive and comfortable throughout a pregnancy and afterwards. The goal was to keep the images, copy and type very clear and clean, but pretty.
In the first iteration, some of the wording was too blunt. The challenge was figuring out how to deliver a clear message softly. The design of the jeans addressed the needs of the audience—women who are interested in looking good during their pregnancies but to whom comfort is a real issue. I wrote the copy to educate women in their first pregnancies about how their shapes change and to inform women who are in a second or later pregnancies about the particular discomforts the design of the jeans relieves.
The rounded logo was created to look as if it just took a breath and there was room to do so comfortably. A sans serif font, Myriad Pro, supported the simplicity of the design and looked good with the logo. The illustrations, created to support the copy, show a woman progressing through her pregnancy wearing Ah jeans, showcasing the three items making them comfortable: The soft band (in the primary illustrations), the adjustable tabs and the bit of elastic in the front seam (in the little circles).
A split complement seemed like a natural color choice for this mailer. Washed denim blue was the obvious first choice with soft rose and gold colors completing the palette.
I worry that the flier might appear too simple. It meets the assignment, solving the challenges: don’t use a standard brochure format, describe the product to the target audience. I could have created a more sophisticated design, but I think this design would be very effective.
Timberlane Shutters ad. Garden Design, March 2007. Page 32.
The ad describes the durable materials, classic workmanship and “historically authentic design” used in constructing these shutters. They are fully functional, able to be opened and closed. We are told that either way, they are so attractive that people are going to stare.
The designer used Garamond in various forms throughout and everything is formally balanced, reinforcing the notions of good style and permanence.
Ad copy: Although it's always pleasing to be the subject of unbridled envy, one can stand only so much fawning adoration. But honestly, don’t blame your captivated audience. When passers-by catch a glimpse of your solid cedar, custom handcrafted shutters from the Timberlane collection, naturally they’ll be dazzled by the precision of the woodworking. The historically authentic designs. The copper capping that crowns and protects the wood. And the handsome period hardware hand-forged by local blacksmiths. Why, admirers might even be tempted to gape and dawdle in front of your abode. In which case, you may enjoy a brief respite by drawing your fully functional Timberlane shutters closed. But whether you decide to flaunt your shutters or discreetly deflect attention, please be forewarned they will be an unmistakable sign of your exceptional good taste and high standards for generations to come. If you’re okay with the resultant acclaim, call for a Timberlane catalog today.
I have a problem with the language in this ad. There is a Harlequin Romance flavor to the copy that cheapens it. I don't have enough writing experience to express this well, but it changes the audience from a group that would invest in quality goods to gauche, nouveau riche wishing to flash all of their newly acquired bling. I think the word 'okay' is part of the problem, it doesn't fit with the established language. Also, the spiel about leaving the shutters open or closing them isn't right. The viewers' ability to see inside the house would change, not the view of the shutters. The only difference regarding the shutters is what side of them is on view, they would still reveal the same amount of themselves. I don't think that is what the writer was trying to say.
The art choice and placement, the color choices and type choices all say old money, the copy says the ink is still wet on the Grants used to buy the shutters that will be installed on the shiny new McMansion. With all that, the author makes the point that this is a good buy. The shutters are well constructed even if some of the language of the ad is not to my liking.
