Buzzworthy Marketing: 9 Extraordinary Brochure Folds from 2023

Lots of things are extraordinary. But a fold? Our exclusive Designer Folds collection gives new meaning to a simple paper crease. And in 2023, our clients proved it can make an extraordinary impact in advertising and events. See what they did with these nine brochure folds, invites and mailers, and then add a little specialty to your own marketing strategy in the year to come.

When you think of a brochure, you probably think of a rectangle. Enter: Circular Accordion. Its unique row of connected circles produces a visual impact that pairs perfectly with your content. Just ask ESW Beauty Senior Graphic Designer Olivia Saunders, who needed a print marketing piece that would stand out on retail and trade show floors.

“We chose the Circular Accordion because it offered a creative alternative to the traditional tri-fold brochure, aligning perfectly with our brand’s playful angle at skincare,” Saunders said. “Many of our products come in unusual shapes, so it was only natural to choose the print material to match. Visitors grab them instinctively due to their unique shape, making it easier for them to engage with our product information.”

Hint: One of our favorite brochure folds, the Circular Accordion can be customized in so many different ways. Before you print online, check out our design tips: The Shape of Success: An Accordion Fold Comes Full Circle.

Brochure folds can indeed be specialty folds. Say hi to the Tulip. Its diagonal folds collapse inward, offering an opening resembling a tulip – talk about paper stock personality. It was that surprising characteristic that Florida Realtors Creative Director Sean Kiem needed for an annual banquet agenda.

“We wanted something novel that would spark interest, since many of the attendees have been to this event multiple times,” Kiem said. “The Tulip gives you many panels to incorporate event content, and the attendees got to open up a little hidden gift when they sat down. Everyone loved it and we got quite a few compliments. We’re already considering another one of the folded designs for a future event.”

Hint: Did you catch that hidden gift Kiem mentioned? Tulips can accommodate insert cards or other small additions. Our custom printing services let you personalize insert cards however you like, but for the Tulip, we recommend ones that are 5-7/8″W x 5-7/8″H.

To build longevity with your audience (and save you time and money), creative mailers have to be customizable yet still recognizable. Our Tri-Fold Pocket Mailers exceed your interchangeable expectations, with three panels for content, plus a curved pocket for additional materials. This versatility was exactly what Nine-Grain Design’s Liz Craig Myers was looking for when designing for a nonprofit.

“Working with the campaign director at the organization, we chose a pocket folder format so inserts could be updated over the course of fundraising,” Craig Myers said. “[They’re used] in a targeted way, sometimes mailed and sometimes distributed at in-person events or meetings with prospective donors. As the designer, I was very pleased with the print and production quality.”

Hint: Speaking of interchangeable, Tri-Fold Pocket Mailers can be customized with our Versions feature, which lets you vary content on multiple mailers at one time – just stick to the same stock and finish. See how easy it is to personalize and mail them: Tri-Fold Mailers: How a Pocket Changes Everything.

Baltimore Country Club Director of Communications Rachel Upton turned to online printing at Smartpress for custom invites that all but guarantee the RSVP. With our Circle Locked Gates, Upton created gate fold invitations that opened up a world of design possibilities, including interlocking cutouts that fit for a seriously polished 125th anniversary event.

“I wanted the invitation to be a presentation piece worthy of a black tie gala. We have a vault that holds archival information [and has a] combination dial I wanted to incorporate into the invitation, symbolizing opening the door to the past,” said Upton. “The format was a huge time saver, as opposed to getting a custom die cut created by one of our print vendors – more affordable as well!”

Hint: To create invites as memorable as Upton’s (hers is being included in a time capsule to be opened during the Club’s 150th anniversary), dive deeper into the Circle Locked Gate’s details: Open for Business: Circle Locked Gate Fold Brochures, Invites & Cards.

Sometimes we overthink brochure folds, when all that’s really needed is one tweak to make a big impact. For our Stepped Accordions, that one tweak is in the name. Each tapered panel zigs and zags before folding to create a stepped edge perfect for differentiating sections of information. Libby Hampel, MASU founder and designer, took full advantage of these sections with her product brochure layout.

“I wanted an informational piece that would make me stand out and was more interactive and unique than traditional brochures. I created the brochure to send along with samples to potential wholesale customers,” Hampel said. “The print quality is great, and it folds together perfectly!” (She even added a transparent vellum belly band with a branded sticker.)

Hint: Drawn to its stellar stepped profile? Explore all of the business printing services we offer and get design tips for the Stepped Accordion: Stepped Accordion Fold: Create Enviable Marketing Brochures.

For brochure folds that are the whole marketing package, look no further than Tri-Folds with Tucked Covers. Complete with a half-moon die cut, these tri-fold mailers secure their own covers into a curved tab, creating a neat, professional finish. That design feature was a deciding factor when Jenny Spurling, owner and brand strategist of Simply Be Creative, LLC, chose it for her client’s direct mailer.

“We designed the piece around the format because we loved the fold-out concept and especially the rounded self-sealing component. It aligned beautifully with the logo and made for a really customized look without breaking the budget,” Spurling said. “We are thrilled with the print product. It’s allowed us to succinctly communicate our services and offerings in a unique way.”

Hint: Designer Folds are custom printing at its finest. Have questions about them? We’ve got the answers: Designer Folds FAQ.

Marketing brochures are essential to showcasing your products and services, but they’re also a branding opportunity. And while your brand colors, logo and tagline can share the spotlight with your offerings, they can also stand in it alone. Graypoint, LLC CFO Renee Galloway went down that design route with the Square Folded Cross. Its interactive reveal was ideal for communicating the company’s core values.

“The format was the glass slipper we were looking for. We wanted to convey the content in a way that is creative, cohesive and consistent with our brand,” said Galloway. “Graypoint, LLC was formed by merging two firms together, [and] we worked hard to be thoughtful in identifying who we are. This brochure is the visual representation of that process.”

Hint: Smartpress is the premium online printer for advertising and branding mailers. Find out how easy it is to personalize and mail yours: The Big Reveal: Advertise with the Square Folded Cross.

Effective marketing brochure folds get people talking. The format to boost the buzz? Our Square Petals. With curved panels that weave together and secure into a petal fold, this one’s the perfect template for event invitations. That’s just what Mark Maliskey, marketing and communications manager for Grand Forks Region Economic Development Corporation, thought.

“Our organization was looking for a fun and exciting invite that would get the guests talking. We worked with Smartpress for the previous year’s annual meeting invite, and it was a hit, so we knew we needed another Smartpress cut to knock it out of the park,” said Maliskey. “The invite was like opening a flower, and people loved that – it was the talk of the event!”

Hint: From products and special features to design guidelines and how-to’s, our Support Center fills you in on every detail of our online printing services. (And if you still have questions, our experts have your back. Just ask Maliskey: “We really appreciate the amazing customer service. If something doesn’t turn out exactly, they’re very willing to listen and make it right.”)

Sometimes marketing can say enough with just an image. But other times, you need to say more, and that’s where our Stepped Accordion comes into play again. This time, it presents itself as a service brochure, informing and educating on each sectioned panel. Rooted Red Creative owner and designer Renee Reithel’s client wanted a complete company overview, and our accordion fold brochure provided that very thing.

“They wanted to showcase their services in a unique way to future clients. The format gave me plenty of space to organize all of the information in an eye-catching way [and] keep the audience engaged,” said Reithel. “Smartpress was a dream to work with while going through the proofing process. I wanted everything to line up beautifully, and the team helped me achieve that.”

Hint: Want to see this fold in action? Watch the stepped accordion here.

Those are just some of the inspiring client projects coming out of our online print shop. And with so many brochure folds to choose from, we can’t wait to see what they (and you) design and print next. There’s no doubt about it, whether it’s an invite, mailer, brochure or something else entirely, our specialty formats attract attention and drive business. Who knew a fold could be so formidable?