Booklet Marketing: Redesigning a Branded Print Concept
We love when we get to produce a standout design concept submitted by our talented customers! Amy Willis, a graphic designer for Ker & Downey, printed a custom booklet with us that immediately piqued our interest. As a designer for an award-winning luxury tour operator, Willis conceptualized and implemented an improved booklet marketing concept for the company.
This initiative led to employing online printing for redesigned booklets and other print collateral as part of an ongoing effort to improve the company’s image through updated and upscale visuals.
Key Takeaways
- Graphic designer Amy Willis revamped Ker & Downey’s marketing materials to elevate the brand’s visual identity for the We Are Africa trade show. The new booklet marketing approach focused on luxurious, landscape-driven photography and minimal copy to position Egypt as a premium travel destination.
- Printed with Smartpress’ saddle stitch booklets, the final piece measured 8″ x 10″, ideal for slitting into envelopes and light enough for easy distribution. Full-color printing on 100# matte cover and 100# matte text pages ensured a clean, high-end aesthetic throughout the 16-page design.
- With Smartpress’ custom options like shrink wrapping and binding, the booklet delivered a polished and professional print solution aligned with the brand’s elevated tone.
Booklets – Saddle Stitch Binding
What was the goal of the booklet?
Ker & Downey tasked Willis with a new design for an event annually held in Cape Town. “We participate in several trade shows, and one of the biggest ones is called ‘We Are Africa’,” she explained. “The goal of the piece is to promote Egypt as the luxury tourist destination that it is.”
The updated concept consists of more visually stunning images combined with minimal copy, which creates a cleaner, more sophisticated look. Additionally, Willis notes the use of landscape-oriented images, which create more impact when clients open and browse the booklets. The company’s previous collateral used more traditional design concepts.
Booklets – Shrink Wrapping
What selections were chosen for the production of this booklet?
As a premium online printer, Smartpress had all the custom design options Willis needed. She chose our Saddle Stitch Booklet, which offers the most comprehensive variety of paper stocks, weights and finishes, like UV coating and Soft Touch laminate.
She explained that the size of her booklet printing project was crucial because they had to fit into 9” x 12” envelopes. “The size was good because it could fit in people’s bags and they didn’t have to hang on to it. It wasn’t too thick, so it wasn’t too heavy,” Willis explained about her 8” x 10” choice. “Definitely having that longer landscape when the spreads were open was what we were looking for.”
Shrink Wrapping Booklets
In addition to an 8” x 10” size choice for her 16-page booklet, Willis took advantage of Smartpress’ online printing services, like full-color printing (4/4) on a 100# matte cover with 100# matte text weight, saddle stitch and left bind. The smooth matte stock adds another level of sophistication to the finished piece.
Willis was quick to credit the photographer, who was responsible for capturing just the right images. “I can’t take all the credit for it because her images are really stunning, and they made the book particularly come alive,” she said. “We had a great photographer working for us.”
Booklets – Ker & Downey
Hint: Want to know more about booklet marketing? Check out our other deep dives:
Saddle Stitch Booklet
Full Color, 100# Matte Cover, 100# Text, 8x10 Landscape, 16 Pages
