Davis Advertising recently redesigned Tower Hill Botanic Garden’s quarterly newsletter, moving it from eight pages to 16 and creating a stunningly beautiful coffee table-style publication that’s bold enough to attract new readers, yet accessible and concise enough for long-time fans looking for a specific event or feature.
The redesign was a team effort that included the Art Department, copywriting team and the account executive responsible for Tower Hill. The Art Department’s graphic artists conceptualized the new format, collaborated with the client to finalize it, and implemented the photography, graphics and copy in a style befitting Tower Hill; and the copywriting team ensured that copy supplied by Tower Hill was stylistically consistent and grammatically correct. In the process, two new pull-out sections were added – one for a calendar of events and one for classes; new graphics were created; and a new emphasis was placed on photographs from Tower Hill’s wonderful gardens and landscapes.
The project’s account executive oversaw the redesign. Among other project elements small and large, she located a uniquely stunning glossy paper stock that reflects the distinctive beauty of Tower Hill and, because it comes from 30 percent post-consumer content, also honors the organization’s focus on nature and environmentalism.