Production redesign
continuing education Sales Materials
Monterrey Institute of Technology and Higher Education, Queretaro Campus (ITESM CQ)
ABOUT THE PROJECT
During my in-house position at the ITESM CQ Continuing Education Department I was tasked to redesign the sales materials for the 2014-2015 semesters.
ITESM CQ has been the national top-selling campus for more than 10 years and requires constant updates for its more than 40 programs. This redesign was necessary in order to represent the beginning of a new education cycle and to consolidate the department’s new graphic identity.
Concept
The concept was inspired on stained glass, one that allowed photography to be presented in colorful, dynamic ways. Color was also used to give a clear hierarchy to the program's information.
Characteristics
The most important element of this project is the sales brochure. It contains the course syllabus, course calendar, sales contacts and prices. My team and I decided to emphasize the most important information first; details were encased in darker colors, heavier typography and darker backgrounds.
Course planners and teachers usually wrote very detailed descriptions of their classes. This information had to be organized and presented effectively. This is the reason why we opted for a modular layout, easily interchangeable and built upon.
These brochures were usually the first files that were shared and printed for distribution among clients and students.
Result
The result was a highly-structured brochure that provided the necessary elements to inform the rest of the graphic materials (e-signatures, coupons, mailings, flyers and the like). Its structure contained a lot of details, but changing them was easy. Information was easy to find and rebuild thanks to its modular design.
This brochure continued to communicate the quality and values of ITESM’s products while proving to be a helpful tool for students and potential clients.
Tools
Adobe Photoshop - Photo editing
Adobe Illustrator - Layout, production and typesetting