This brochure was a co-production between Sparq, the live events division of my employer, and Leeds First Direct Arena, the region’s largest purpose-built live venue.
The brochure was for distribution at the arena in Leeds, and so had to be designed to their corporate guidelines. The brochure was to promote annual memberships, suites, corporate hospitality and VIP packages, as well as venue hire for events and conferences, which were contracted to Sparq.
The brochure had to look big budget and upmarket, utilising glossy images of the world-famous stars who’ve played the arena. By contrast, the graphics would adhere to the distinctive white on black identity of the arena’s corporate guidelines. Furthermore, a landscape A4 spread layout rather than the standard portrait A4 format would be used to give the project the “wow” factor.
…a landscape A4 spread layout would be used to give the project the “wow” factor
One of the challenges was that we only had permission to use photographs that the venue had taken themselves, which were quite variable in terms of style, and size. Therefore, images of some of their most famous acts, such as Prince, Kylie, Bruce Springstein, and The Who, could only be used quite small for print. Quite a lot of reshuffling and swapping of images was required to get the balance right and get it signed off by the relevant parties.
I laid out the text and graphics, edited text for consistency, and drew the simple white logos for the packages. As usual with live events projects, a lot of Photoshop work was required to add or remove screens, logos, exit signs, rigging etc. Where possible, I took images across the fold and overlapped inset images to add dynamism.
On the covers, spot UV laminate was printed on the images and the First Direct speaker symbol logo, lifting them out and adding a touch of class. The arena were very happy with the brochure, which is now available in the 13,000 capacity venue, a key sales tool to it’s 600,000 annual visitors.
Designed on InDesign, Photoshop and Illustrator on the Adobe Creative Cloud suite.
J Everard Design 