A planning meeting helped us review their market positioning and their value propositions.
When it came to discussing their competition, we were in luck. Fjori are serious about their competition. As such, they provided us with a folder of their competitors print materials.
There was one glaring and obvious trend in their market. The joys of stock photography.
Want to stand out? Then you have to do something different right?
So how do we do that?
First step; we make a rule. Harking back to our competitor analysis; No Stock Imagery Allowed.
Next, we looked at how the positioning of the brochure during the exhibition. It’ll be on a stand with a variety of competitors. So, we need a way for it to look different in the stands.
In that case, let’s make sure the outer is bold to catch the eye. But then what? How do people use leaflets?
Let’s be honest, who actually reads them? So we need to create an experience.
An experience with a leaflet? Is that even possible?
A simple z-fold leaflet wouldn’t be enough. As a population, we are too use to them. We needed to increase the interaction.
We introduced the idea of a pocket to slide the leaflet out off. And this bore many creative design features.
We partnered with a local printer to ensure a stand-out finished product. It had to rock!
We printed the pocket on a premium green cardstock that matched the brand colour. Included on the pocket was an embossed element taken from the logo. Not only does this stand out, but also creates a tactile element to entice touch.
For the inner leaflet, a smooth uncoated Conqueror paper helped exude quality.
The leaflet achieved the goal of making Fjori stand out during the exhibition leading to many enquiries.
Creative Planning: Zoe Easey, James Heywood, Sy Crampton
Design: Sy Crampton