Learning that Millennium Partners was installing an art collection in its newly built Ritz-Carlton Boston Common, Vern Associates proposed the creation of an illustrated guide to hand out to residents and guests.
Concept
In order to represent as many works as possible and stay within budget, we proposed a suite of four eight-panel brochures. Catalog information is uniform for all four versions, but the works reproduced vary with each one. Preparing what, in essence, are four distinct guides from one printing is a cost-effective way to give our client a product that remains fresh for many years.
Design & Content
Two elements were crucial: (1) differentiate among the four iterations so that hotel staff would be able to distinguish among them readily; and (2) reflect the subtle, sophisticated interior design of the hotel itself. We accomplished both by printing the front panel of each brochure in a different earth tone derived from the interior color schemes.
The Result
An elegant, informative, and easy to use guide that also functions as an innovative marketing piece.