architectural proposal

Transforming a dull document into something a bit different.

 

A New Approach

Proposals for new projects have an unfortunate tendency to be formulaic with cookie cutter design. Images take a back seat to clunky blocks of text. For an architecture firm, this is particularly problematic because clients are just as eager to see images of projects as they are to read information pertinent to the project at hand. The solution was to merge the two important elements seamlessly while also ensuring there would be diversity in page types.

 

Contents

From the very start type is used as an overlay on the images, taking an otherwise sparse and boring spread and giving it visual interest. The white models are ideal, not fighting the red type.

 

Projects

Project pages were expanded to several spreads, enabling more images and better pacing. Type was placed on dark neutral fields to allow full color images to shine, and projects were introduced with an impactful full spread detail shot.

 

Resumes / dividers

Dividers were kept as a flood of red, making it easy to discern a new section. Resumes were pared down to only the most relevant information and used as an overlay on the normally small portraits.

 

Diagrams

Each chart was given a full page to improve legibility.

 

A New Approach

Proposals for new projects have an unfortunate tendency to be formulaic with cookie cutter design. Images take a back seat to clunky blocks of text. For an architecture firm, this is particularly problematic because clients are just as eager to see images of projects as they are to read information pertinent to the project at hand. The solution was to merge the two important elements seamlessly while also ensuring there would be diversity in page types.

 

Contents

From the very start type is used as an overlay on the images, taking an otherwise sparse and boring spread and giving it visual interest. The white models are ideal, not fighting the red type.

 

Projects

Project pages were expanded to several spreads, enabling more images and better pacing. Type was placed on dark neutral fields to allow full color images to shine, and projects were introduced with an impactful full spread detail shot.

 

Resumes / dividers

Dividers were kept as a flood of red, making it easy to discern a new section. Resumes were pared down to only the most relevant information and used as an overlay on the normally small portraits.

 

Diagrams

Each chart was given a full page to improve legibility.

 

A New Approach

 

Proposals for new projects have an unfortunate tendency to be formulaic with cookie cutter design. Images take a back seat to clunky text. For an architecture firm, this is particularly problematic because clients are just as eager to see images of projects as they are to read pertinent information. The solution required merging the two important elements seamlessly.

 

An Easy Read

 

From the very start type is used as an overlay on images, making even weaker sections compelling. Project pages were expanded to several spreads, enabling more images and better pacing. Dividers were kept as a flood of red, making it easy to discern a new section. Resumes were pared down to only the most relevant information. Each chart was given a full page to improve legibility.