We were approached to help Heliworks update two promotional tourism brochures – one for this luxury arm of their company, and the other for their more family-focused branch – Heli Glenorchy.
The goal was to work with existing logos for HeliWorks Queenstown & Heli Glenorchy, but define a unique brand identity for each brand using colour, typography and graphics.
The existing 5-fold DL Brochure did not convey these emotions. It looked very similar to the other brochure for Heli Glenorchy, and did not visually communicate luxury. The fonts, colours, icons and styling looked like they fit more in the budget tourism space, rather than luxury tourism.
You can see the outside and inside of the old brochure below:
We asked the client to refine their brand adjectives down to five; Luxury, High-end, Imaginative, Modern, Dynamic.
With these in mind, we reviewed the colours and fonts used for the brand and suggested improvements. We created a mood board of various printed items that reflected the practical implementation of these. We chose beautiful, elegant serif fonts for titles, paired with easy-to-read sans serifs for body copy.
For colours, we suggested rich, dark blues offset by cool greys. These were paired with their existing branding colours of brighter blues.
We complimented the new font pairings with some design elements that reinforce their exclusive access to certain locations. Most of the images were kept, with some changed to be more current. The resulting brochure feels luxury and high-end.
