A fresh approach

Play time buyers guide

Submitted by Lloyd on Sat, 07/17/2010 - 15:11
in
Top Title and Testimonial
Play time buyers guide
Bold and striking photography really "brings the toys to life", working strongly with a vivid colour palette and confident typography
Top Project Details
Lloyd Bedford | Creative Director
Project Type: 
Print
Lead Designer: 
Lloyd Bedford
Lead Designer: 
Roberto Acuna
Client: 
The Entertainer
Project Details
Project Brief: 

As part of the branding consultation with The Entertainer, the marketing team asked us to look at the possibility of the design and production of a monthly instore buyers guide, increasing their online and instore sales, while placing the brand into families' homes across the country.

Our Approach: 

We wanted to generate a feeling of excitement, something children could enjoy with their parents. A product guide that could almost be considered a coffee table magazine; something to look forward to each month, with the possibility of collecting!

The key themes of the guide were value and a sense of fun, with the childhood fantasy of toys coming to life when they're alone becoming a visual portrayed within the pages of the guide.

Results: 

A unique, square formatted guide using bright colours, confident and friendly typography, emphasised by vibrant product photography, lent itself to The Entertainers' values. 

The guide was named "play time" to give the feel that this wasn't just a selling tool, but a publication to be enjoyed by families. Split into categories portraying different segments of the business and its range, a colour palette was assigned making navigation through the guide easy, with clear and simple pricing points used to reinforce value.

In-house art directed photography was used to emphasis the "bringing toys alive" theme and giving the guide its own unique feel.

The final design also used a double sided front cover as a feature.

Creativitea* Design Studio | Play time buyers guide