Make marketing materials as bold as your vision
Vision 2020 is a national coalition working to achieve economic, political and social equality for women by the year 2020, the 100th anniversary of the 19th Amendment that granted women the right to vote.
The coalition’s first national congress was held in Philadelphia in 2010. Its fifth congress took place in October 2015 in Nashville, TN.
Vision 2020 has grown in many ways over the past 5 years, and this year its leaders were determined to strengthen its brand beyond a logo and color scheme. Interim reports had conveyed aspects of the message to stakeholders, but no marketing materials had yet been attempted to fine-tune the message for marketing purposes and to establish a boldly distinctive brand identity.
Leaders of Vision 2020, an initiative of the Institute for Women’s Health and Leadership at Drexel University College of Medicine, chose Hollister Creative last winter to write and design a brochure for use in marketing the coalition and promoting its goals to a wider audience. Hollister was chosen again when the coalition sought a design firm for the Fifth National Congress program guide.
In fine-tuning the Vision 2020 message, we wanted to establish a strong connection between the work of the suffragists in advance of their victory in 1920 and the work of the coalition and its supporters in advance of the anniversary in 2020.
We also sought to reframe the case for Vision 2020’s four main goals so that each message expressed an inspiring vision of what success would look like, rather than focusing on the well-documented problems to be overcome in order to make the vision a reality.
In creating a boldly distinctive brand identity, we designed the brochure using oversize typography applied in horizontal, vertical and angled presentations to lend a sense of urgency, change and impact.
For the Fifth Annual Congress program guide, we maintained design consistency with the brochure while expanding on it to include new key elements needed, such as a schedule and the lineup of speakers and delegates with their photos.
“Hollister Creative truly melds marketing and design into fabulous products for us. This has been a wonderful, professional experience.”
– Melinda Johnson, Institute for Women’s Health and Leadership, Drexel University College of Medicine
Three Quick Tips
If you are facing the challenge of designing marketing materials for a major conference, here is some advice that may help you advance the cause of the client:
- Show “where we are and why we’re here now.” Use the cover and opening spread to set the stage for the event by using text, photos and design elements to convey a sense of place, time and overall purpose.
- Clearly segment the information. A bold header across each page or spread, along with page breaks for each section, help in creating a neat and orderly presentation.
- Be a stickler for consistent typography. Schedules and listings are the most important information for readers, so make it easy for them by sticking to one style for names, titles, dates, times, etc.
If you are facing a marketing challenge, call 484.829.0021 or email Kim Landry.