{"id":68,"date":"2016-07-01T19:46:25","date_gmt":"2016-07-01T19:46:25","guid":{"rendered":"http:\/\/spblogstage.wpengine.com\/?p=68"},"modified":"2025-08-26T09:02:28","modified_gmt":"2025-08-26T14:02:28","slug":"booklet-marketing-redesigning-a-branded-print-concept","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/booklet-marketing-redesigning-a-branded-print-concept","title":{"rendered":"Booklet Marketing: Redesigning a Branded Print Concept"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>We love when we get to produce a standout design concept submitted by our talented customers! Amy Willis, a graphic designer for Ker &amp; Downey, printed a <a href=\"https:\/\/smartpress.com\/shop\/custom-booklets\">custom booklet<\/a> 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.<\/p> <p>&nbsp;<\/p> <p>This initiative led to employing online printing for redesigned booklets and other print collateral as part of an ongoing effort to improve the company\u2019s image through updated and upscale visuals.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">Graphic designer Amy Willis revamped Ker &amp; Downey\u2019s marketing materials to <a href=\"#what-was-the-goal-of-the-booklet\">elevate the brand\u2019s visual identity for the We Are Africa trade show.<\/a> The new booklet marketing approach focused on luxurious, landscape-driven photography and minimal copy to position Egypt as a premium travel destination.<\/span><\/li> <li><span data-sheets-root=\"1\">Printed with Smartpress\u2019 saddle stitch booklets, the final piece measured 8&#8243; x 10&#8243;, ideal for slitting into envelopes and light enough for easy distribution. <a href=\"#what-selections-were-chosen-for-the-production-of-this-booklet\">Full-color printing on 100# matte cover and 100# matte text pages ensured a clean, high-end aesthetic<\/a> throughout the 16-page design.<\/span><\/li> <li><span data-sheets-root=\"1\"><a href=\"#shrink-wrapping-booklets\">With Smartpress\u2019 custom options like shrink wrapping and binding,<\/a> the booklet delivered a polished and professional print solution aligned with the brand\u2019s elevated tone.<\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <div class=\"mceTemp\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"img_css_class\" title=\"img_title_attribute\" src=\"\/blog\/wp-content\/uploads\/2018\/05\/ker-downey-printing-in-process.jpg\" alt=\"Booklet marketing\"   \/><\/p> <p>Booklets &#8211; Saddle Stitch Binding <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"what-was-the-goal-of-the-booklet\">Custom Book Printing That Exceeds Goals<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>Ker &amp; Downey tasked Willis with a new design for an event annually held in Cape Town. \u201cWe participate in several trade shows, and one of the biggest ones is called \u2018We Are Africa\u2019,\u201d she explained. &#8220;The goal of the piece is to promote Egypt as the luxury tourist destination that it is.&#8221;<\/p> <p>&nbsp;<\/p> <p>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\u2019s previous collateral used more traditional design concepts.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" class=\"img_css_class\" title=\"img_title_attribute\" src=\"\/blog\/wp-content\/uploads\/2018\/05\/ker-downey-printing-after.jpg\" alt=\"Marketing booklets\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Booklets &#8211; Shrink Wrapping<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"what-selections-were-chosen-for-the-production-of-this-booklet\">Online Printing Options for Booklet Marketing<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>As a premium online printer, Smartpress had all the custom design options Willis needed. She chose our <a href=\"https:\/\/smartpress.com\/offering\/saddle-stitch-booklet-printing\">Saddle Stitch Booklet<\/a>, which offers the most comprehensive variety of <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">paper stocks<\/a>, <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/text-weight-vs-cover-weight\">weights<\/a> and finishes, like <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coating<\/a> and <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/soft-touch-laminate\">Soft Touch laminate<\/a>.<\/p> <p>She explained that the size of her booklet printing project was crucial because they had to fit into 9\u201d x 12\u201d envelopes. \u201cThe size was good because it could fit in people\u2019s bags and they didn\u2019t have to hang on to it. It wasn\u2019t too thick, so it wasn\u2019t too heavy,\u201d Willis explained about her 8\u201d x 10\u201d choice. \u201cDefinitely having that longer landscape when the <a href=\"https:\/\/smartpress.com\/support\/printing-basics\/readers-spread-vs-printers-spread\">spreads<\/a> were open was what we were looking for.\u201d<\/p> <p>&nbsp;<\/p> <h2 id=\"shrink-wrapping-booklets\">Shrink Wrapping Custom Booklets<\/h2> <p>In addition to an 8\u201d x 10\u201d size choice for her 16-page booklet, Willis took advantage of Smartpress&#8217; online printing services, like <a href=\"https:\/\/smartpress.com\/support\/color-ink\/black-vs-full-color-printing\">full-color printing<\/a> (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.<\/p> <p>&nbsp;<\/p> <p>Willis was quick to credit the photographer, who was responsible for capturing just the right images. \u201cI can\u2019t take all the credit for it because her images are really stunning, and they made the book particularly come alive,\u201d she said. \u201cWe had a great photographer working for us.\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" class=\"img_css_class\" title=\"img_title_attribute\" src=\"\/blog\/wp-content\/uploads\/2018\/05\/ker-downey-folded-standing.jpg\" alt=\"Custom printing\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Booklets &#8211; Ker &amp; Downey<\/p><\/figcaption><\/figure>  <p>&nbsp;<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><em><strong>Hint:<\/strong> <\/em>Want to know more about booklet marketing? Check out our other deep dives:<\/p>\n<ul>\n<li><a href=\"\/blog\/on-press\/perfect-binding-the-sophisticated-choice-for-custom-booklets\">Perfect Bound: Print Booklets with a Sophisticated Binding<\/a><\/li>\n<li><a href=\"\/blog\/on-press\/how-to-choose-the-right-paper-stock-for-your-booklet\">Choosing the Right Paper Stock for Your Booklet<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div><\/div><\/div><\/div><!--\/block--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"As a designer for an award-winning luxury tour operator, Amy conceptualized and implemented an improved marketing concept for the company.","protected":false},"author":3,"featured_media":71,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-68","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Booklet Marketing: Redesigning a Branded Print Concept<\/title>\n<meta name=\"description\" content=\"Ker &amp; Downey graphic designer Amy Willis created an improved booklet marketing concept for the award-winning luxury tour company.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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