When it comes to issue advocacy, no other PR firm in Washington, DC is quite as funny as Berman and Company. With thousands of voices competing for attention, standing out takes more than just buying ads and hoping for the best. To demonstrate how Berman and Company can make people laugh, and think, all at the same time, I designed a brochure that highlights the funniest campaigns the PR firm has done over the past few years. I combined quotes from big Washington names—Marion Nestle, Morley Safer, and Tucker Carlson—with clever, award winning print ads.
Because the ads featured in the brochure were created over a long time span, I wanted to have a design element that could bring all the pieces together and create a cohesive product. To solve this problem, I decided to focus on using the typography of the quotes as the uniting element. By combining different fonts and sizes within each quote, I could emphasize particular words or phrases that would grab the viewer’s attention.
I was lucky enough to have a larger budget than usual with this project. I decided to try a new (to me) printing technique and printed with a spot UV gloss on the advertisements throughout the brochure. Contrasting with the matte paper, the shiny ads really pop off the page, making them look even sharper. You can see the gloss of the ad reflecting the text from the right side of the spread in the picture below.
