Willow Creek Association VBrochure

Initial Discussion

The Willow Creek Association exists to help inspire, encourage and equip leaders. Their flagship event is The Global Leadership Summit, which is a two-day event that is simultaneously telecasts to 550+ locations in North America. The WCA approached me with their need for a forward-thinking, high-quality brochure that could be used to invite high-profile keynote speakers for this event.

The Problem

The WCA was founded by leaders of Willow Creek Community Church. As a result they have grown an audience within the Christian community. While they are committed to their Christian beliefs, they believe that everyone benefits when a leader gets better. Therefore they want to expand the audience of TGLS beyond church leaders to include other non-profits and the marketplace. Part of how they expand their audience is to find relevant speakers who are known for their leadership in other circles such as business, political, or the entertainment industry. To capture the eye of these individuals the brochure needs to stand out from the many other invites they receive.

The Process

In this visually-saturated, online-dependent world, some may think there is no way that a brochure can compete. However, there are always new technologies being created to meet the needs of consumers and for this sophisticated audience it was determined that a VBrochure, or video brochure, would be the answer. VBrochures contain a screen inside a paper folded shell. It allows you to use engaging video and audio to capture attention and communicate with your audience without them being connected online. Obviously, this can be a pricey solution. However, for high-end markets, VBrochures are worth exploring. The challenge at that point was to design the wrap that would house the video screen.

In the concept phase of the project we explored a number of possible solutions. The brand icon for TGLS is a mountain summit. As a result, the first concept we explored was to use a triangle as a simplified version of a mountain, and from that graphic create a grid of triangles.

Throughout that grid the triangles would be used as frames for images of previous high-profile speakers, as well as shots of conference attendees. We would also have some of the triangles be pops of color. The purpose was to combine the feeling of structure with the grid, but create an energy of excitement with the various photos and color.

Another approach we explored, in looking at what would convey high-quality and capture the attention of a potential speaker, was the idea of working with a higher-quality paper. We considered heavier weight paper with more tooth, which is the texture of paper that impacts how it feels to the touch. By using a heavier paper we considered techniques of embossing or debossing the graphic of the TGLS logo. Both of these techniques make imprints on paper, for embossing the logo would be raised on the paper, while debossing the logo has the opposite effect and creates a depression in the paper.

The Fresh Solution

Instead of thinking of the front and back cover as 2 different panels, we determined that a strong mountain range used as a wrap around to the back cover conveyed the type of large impact that we expect the event to have. Climbing a large summit requires planning out your path, having the right tools, physical training, and ideally, going with other people. Similarly, being a leader requires setting goals for your team and having the necessary tools to accomplish that goal. A simple graphic of lines and dots on the mountain simulates charting a course up the mountain. The headline was typeset in a condensed san-serif type with emphasis on "inspires, equips, encourages."

We want leaders to dream big and we believe that they can get the resources and tools they need, to do their job more effectively, by attending this event. In order to share the caliber of speakers that have previously spoken at their event, but not overwhelming the reader, we created a texture of their names and titles and faded it behind the mountain range on the back cover. This also communicates the vastness of TGLS history.

While the cover shows the magnitude of the impressive mountain range, the interior shows the magnitude of the auditorium the event takes place in, giving the scale of the experience. The left side shows the audience and a subtle band of color that is inset with text leads your eye to the right where the video screen is located.

Here's What the Client Had to Say

“Working with Fresh Folio Design on this project was a great experience. We wanted a high-end, high-quality invitation that would stand out on the desk of very prominent speakers, to capture their attention and interest amongst all the competing invites that they receive each year. The idea of the VBrochure came to our attention and we passed that along to Fresh Folio Design to come up with some concepts for it.

They came back with three very different and creative approaches that really captured the essence of our brand and showcased the experience with a high-end feel. We were please with all 3 concepts but loved the epic feel of the mountain scape wrapping around the piece with the names of past speakers worked into the background. Showing the main auditorium on the inside with the video player right where the screen would be in the auditorium was very clever and creative. As if the person watching the highlight video is actually there.

Fresh Folio Design was wonderful to work with through this whole process. They paid attention to our needs and details, met our deadlines and delivered exceptional work. We are excited to see the effectiveness of this piece.”

Sue Swearingen Art Director Willow Creek Association