Wesley Willows – Graphic Design
Objectives
Wesley Willows, a senior living community, needed a print piece to complement a capital campaign to raise money for their endowment fund. The campaign was titled “Deepening our roots … strengthening our future,” so the client requested a natural, earthy design.
Outcomes
The graphic design on the front cover of this four-page booklet features a tree that grows to form the Wesley Willows’ logo. Roots expand downward to frame the campaign title. The top border, draping willow branches, adds three-dimensionality and is a theme throughout the booklet. The complementary colors of rust red and leaf green are pulled from the logo and used in the graphic design to highlight and frame important information. The designer created a bar graph to illustrate key data, but replaced the bars with growing willow branches to keep the visuals dynamic and consistent. The overall piece speaks to the new growth and life that can be experienced in retirement.
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