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Downtown Reimagined Flyer.jpg
Downtown Reimagined Flyer2.jpg

Rationale: Downtown Reimagined Brochure

 

The Challenge

 

The goal of this project was to design an informative and visually engaging flyer for the Downtown Nanaimo Reimagined initiative, a revitalization project aimed at improving the city’s downtown core. The flyer needed to communicate key project details clearly and concisely while maintaining a polished, professional look that aligned with the DNBA’s existing branding. Since the audience included residents, business owners, and city stakeholders, the design had to be accessible and appealing to a wide range of people. The biggest challenge was striking the right balance between making the flyer visually engaging without overwhelming readers with too much information, while also keeping it easy to navigate and digest at a glance.

 

The Approach

 

To ensure the flyer aligned with the project’s goals, I first gathered insights on the initiative and its intended audience. I researched the city’s existing visual identity, looking at color schemes, typography, and branding elements to maintain consistency. I also analyzed similar municipal revitalization flyers to identify effective layout structures and design techniques.

With this foundation, I focused on organizing the flyer’s content in a way that made the information clear and approachable. The layout needed to balance text and visuals, so I brainstormed ways to incorporate infographics, icons, and strategic whitespace to make the content more digestible. Throughout the process, I prioritized readability and engagement, ensuring the flyer effectively communicated the project’s vision and impact.

 

What I Did

 

With a clear plan in place, I began designing the trifold flyer (8.5” x 3.66”), structuring the content to guide readers naturally through the information. Using Illustrator and InDesign, I created custom vector elements, including the main illustration taken from 3d renderings of the proposed changes for commercial street, as well icons to represent content. I experimented with color arrangements to maintain contrast and hierarchy, making adjustments to refine the balance between visuals and text. Once the initial design was complete, I reviewed it for consistency, ensuring proper spacing, alignment, and readability. After a final quality check for any errors, I exported the flyer in PDF format for both digital and print use before delivering the final files to my creative director.

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