Programs Brochure
Recreation Services Class & Program Catalogue
The Arbutus Club
2018 to 2023
PROJECT OVERVIEW
The Arbutus Club is a modern recreation complex with first-class programs, which has earned it a reputation as one of Canada’s finest premier Private Clubs. The Recreation Services Programs Brochure is a quarterly online publication that summarises the classes, workshops, and activities available each season. The Brochure is used by the Club’s members to inform them of program availability before registration.
ROLE
Graphic Designer
GOAL
Previously a printed publication, the switch to a digital format for the Brochure was a primary focus for the Recreation Services and Communications teams. Prior print iterations of the publications were no longer cost-effective and were difficult for members to read due to compact design. Furthermore, a growing proportion of readers wanted the Brochure to be visible on their handheld devices, which the previous wide-format, double-page layout was not conducive to.
PROCESS
As the Graphic Design and Communications Lead, it was my responsibility to determine the areas we could elevate the Club’s communications collateral. The Brochure presented the opportunity to strengthen the functionality of programming information through effective and attractive composition, consideration of how the user will interact with the publication, and ensuring it is easily readable on all screen sizes.
The first facet of the redesign process was to have a consultation with the Recreation Services team, who through member interactions and discussion with their associated committees, delivered a list of items that were necessary to encompass in the project. The list consisted of 3 primary themes: legibility, functionality on mobile devices, and to have a format that could still be printed if circumstances necessitated.
For ease of use, a hybrid model needed to be developed allowing for access online and in print. An A4, single-paged format was used, carefully adhering to the 7 fundamental principles of graphic design. This included – but was not limited to – a clear visual hierarchy of text, instituted a colour system for the program sections, increasing white space through column gutters, limiting line length, and using an aspect ratio favourable for viewing on mobile devices.
The new, digital version of the Brochure was housed on arbutusclub.com, the Club app, and was downloadable to member devices.
TOOLS
InDesign, Photoshop, Lightroom, Illustrator, Canadian Style Guide
SUCCESSES
The redesign of the Recreation Services Programs Brochure was a wholly successful digitization of a previously printed publication. Ease of access increased the number of online impressions of the Brochure and printing of the booklet ceased completely.
