Marketing Brochure System
One brand, tailored to every market
Legat Architects needed a cohesive family of brochures that could highlight relevant projects across its diverse markets while presenting a consistent brand at conferences and trade shows. Because earlier collateral had been created individually as needs arose, the materials lacked a unified visual presence. I developed a flexible brochure framework and expanded it across subsequent market-specific pieces, creating a recognizable system that provided business development teams with a polished, consistent way to represent the firm.
ROLE
Visual Strategy, Editorial Design, Graphic Design & Production
PROJECT TYPE
Marketing Collateral / Editorial Design
CLIENT
Legat Architects
TOOLS USED
Adobe InDesign, Illustrator, Photoshop
The Challenge
Consistency without sacrificing flexibility
Each market required a different mix of project imagery, service information, and key messages, with some brochures further tailored for specific regions or events. A rigid template would not accommodate those differences, while too much variation would recreate the inconsistency of the previous collateral. The challenge was to establish a repeatable framework that could maintain a recognizable Legat brand while giving each brochure the flexibility to tell a distinct, market-specific story.
Building the Framework
From one brochure to a scalable system
The system began with a single brochure that set the visual and structural direction for the series. I established a repeatable grid, clear typographic hierarchy, consistent color usage, and a shared content flow that could carry into future pieces. Within that framework, project imagery, messaging, and regional details could change to reflect the needs of each market while every brochure remained clearly connected to the Legat brand.
Adapting Across Markets
Distinct stories within one visual family
With the core structure in place, the system was expanded across brochures for Adaptive Reuse, Multifamily + Mixed-Use, Special Projects, and YMCA. Each piece highlighted the projects, services, and key messages most relevant to its audience, while shared typography, layout principles, content flow, and brand elements kept the series visually connected. Regional contacts and project selections could also be updated as needed, giving business development teams flexible materials that still presented one cohesive Legat brand.
The Result
A cohesive system built to grow
The resulting brochure family gave business development teams a polished, recognizable set of materials for conferences, trade shows, and client conversations. Because the framework was designed to accommodate different markets, regions, and content needs, new brochures could be developed and existing pieces updated without rebuilding the visual system each time. What began as a single branded brochure became a scalable marketing tool that helped Legat present a more unified brand wherever the materials were used.
