Dear Madam or Sir,
Enclosed please find a redesign proposal for the Skopelos Foundation for the Arts brochure.
While the current brochure has many virtues, adjustments to the color, typography, and layout will better communicate the foundation’s message. SkopArt’s potential clients are young and artistic, so the brochure must cater to their tastes. An effective redesign would accomplish this task as well as increase exposure for the program.
Thank you for considering my proposal and giving me the opportunity to bid. I look forward to meeting with you again and would welcome an opportunity to discuss any questions or concerns you may have.
Redesign Proposal for the Skopelos Foundation for the Arts Brochure
The foundation’s existing brochure has several strengths that would only be enhanced with an effective redesign. After reading the mission statement, history, and offered programs, the reader knows precisely what to expect from the program. Additionally, the contact information is very clear – the reader knows exactly where to go to learn more about the foundation. Although the current brochure includes all necessary information, the visual presentation falls short in a number of ways.
The brochure could be improved with a more appropriate color palette and use of typography. The information could also use some editing as some points are repeated several times or listed specifically, when a summary would be clearer. Additionally, the order of the information could be rearranged to make it flow better. Finally, if the photographs were rearranged and sized differently, they would better illustrate the points made in the body text.
The current brochure’s biggest shortcoming is typography. The cover has several distracting type treatments, including the vertical scaling of the word ‘sculpture’ and unnecessary overlapping of words. A more inviting cover would have the SkopArt logo, a photograph, and possibly a sentence from the mission statement, summarizing the foundation’s purpose, on the cover. Several paragraphs on the inside are set in Italics, which makes them harder to read. The brochure sporadically differentiates headings from body text with a color contrast, but this treatment is not applied consistently – fewer style changes would make the brochure seem more inviting and readable.
The color palette of the brochure should reflect Greece and the Mediterranean. The current pallet – muted lavender, violet, and white – do not match the blues and greens of SkopArt’s website. Starting with the website’s colors and adding an orange or red would visually link the two as well as create a more eye-catching printed piece.
The information in the brochure should be edited and rearranged. The foundation’s contact information is randomly dispersed throughout the brochure. This information should be located in one spot – on the back panel of the brochure, where it is expected and easy to see.
The content should be reorganized to improve clarity. Bullet points are used on one panel to separate paragraphs when a simple space between each paragraph would make the content easier to read. The photographs should relate better to the text and to each other. They currently are presented in three different sizes and do not sell the complete SkopArt experience. There should be fewer images of the faculty and more images of the facilities, artists at work in the studios, and the Mediterranean surroundings.
With these adjustments, SkopArt will benefit exponentially from a redesigned brochure. The enhanced color palette of the new brochure will be more eye catching, which will help it stand out among the many other brochures competing for attention. Over time, the foundation will benefit from increased awareness. Most importantly, the new brochure will match the SkopArt website, giving the foundation a more cohesive, conscientious and recognizable brand.
After editing, the information will fit better on a three panel brochure instead of the current four panel design, which will cut down production costs. Rearranging the order of the information will also make the important facts easier to find and reference. Often, people skim the information in a brochure, so it is necessary to call out key facts with those readers in mind.. A more consistent handling of information and presentation will result in a more professional, sophisticated brochure.
I applied a similar treatment to a redesign of a poster for the non-profit organization, Angel Flight, advertising a fundraising event. I edited the amount of information on the poster and used a brighter color palette. The redesigned poster was cleaner, displayed only the necessary information, and was more noticeable from a distance. The organization benefited from increased awareness, resulting in increased attendance at the event.
The redesign process will take approximately 75 hours over a three week period. The first week will be designated for scheduling and initial design, with the following two weeks for design revisions. At $24.00 an hour, the cost for my labor comes to $1,800.00. Included in this quote is two rounds of client corrections, with an hourly charge of $24.00 for page corrections after that.
In the event that all three included roughs are rejected, the client can, at her option, request another concept for $50.00 or terminate the contract upon payment of 50% of the final agreed-upon price. If the fourth concept is rejected, I will give all four printed roughs to the foundation upon payment of 75% of the final agreed-upon price and this relationship will be terminated. All digital resources will remain the property of the designer.
The completed tri-fold brochure will be four color on both sides, printed on 8.5″ x 11″ one hundred pound gloss text stock. The cost for printing 2,500 brochures from an offset printer is $490.00. When combined with the cost for my design, the total redesign cost comes to $2,290.00.
A down payment of 40% of the final agreed-upon price is required. After the first two weeks of work, an additional payment of 30% of the final agreed-upon price is required. The final 30% should be surrendered to the designer upon completion of the three week process.