The brochure could not alienate any segment of the target audience and that was a key challenge. Discovery Village (DV) was an ideal space for corporate retreats and families too.
Enabling people to visualise their experience was another challenge that we faced. We wanted people to be able to understand what they are in for and be excited for it!
Our team had a lot of fun working for this project. Especially because ‘research’ involved an all-expenses-paid stay at DV. Here, our team spent time exploring the property, conducting extensive interviews with the trainers, experiencing all the activities and of course having a lot of fun.
The questions we were asking ourselves were: What is the positioning of this space?
How do people plan their trip here? How do they choose an experience?
What is the visual direction of the brochure and its design?
Our research led us towards a strategy that was simple and unique. We positioned the DV experience as a ‘WILD OFFICES’ experience.
A ‘magazine’ themed brochure design
The theme of the magazine led the way instinctively. A magazine is a powerful and multi-faceted print design piece and once the theme was set, the sky was the limit. Our cover was conceived keeping the ‘wild office’ theme in mind. The idea was to communicate the thought that all learning cannot happen in the confines of an office space. Work can benefit with fresh air and sunshine too!
Once the design strategy of the magazine theme was decided, the design process flowed instinctively
An office in the wild - 'Wild Offices'
Designing packages for each segment of the TA within the brochure
As mentioned before, a key challenge was to ensure that the communication did not alienate any segment of the TA. Hence, we created detailed ‘experiences’ for all kinds of visitors. If one wanted an adventurous activity filled weekend, there was a package. If a family wanted a relaxing getaway, there was a package for them too!
The photography strategy was to shoot all pictures within the property with actual trainers and equipment with people engaged in activities that guests could actually choose to engage in. We did not use a single stock picture in the entire brochure. We shot pictures that captured the energy of the space.
DV was located in 4 different locations in and around Bangalore. All 4 locations were scenic properties located in the wild. While the Google Maps location was definitely there, the maps we created were to highlight the area each DV was located in and the possibilities around the space for each visitor. Each map was custom designed by a Rezonant Illustrator.
Showcasing the activities in the brochure design
The activities at DV had the potential to be big attractions. We knew it was important to showcase each activity well. The images had to excite people and make them want to visit the place. We also created a reference system of the benefits of each activity from a team building and character building perspective which would help corporates take decisions.
Check out Discovery Village here.
Discovery Village used the brochure as an integral part of their marketing strategy. It helped them generate a name for corporate retreats and family holidays too.
Check out our case study on designing communication for senior living here.