National Gallery of Canada Creative Brief and Brochure

I was recently asked by the Volunteers' Circle of the National Gallery of Canada to develop a Creative Brief & Rationale as well as design for a new promotional brochure. Here it is edited for length and privacy.

Creative Brief

Background:
After serving 50 years and managing over 300 volunteers in 2009 alone, The Volunteers’ Circle for the National Gallery of Canada has reached a point in their growth where they require a marketing approach for their brochure. The Circle needs to lure more volunteers with eclectic backgrounds and varying ages as well as lure more participants to programs.

Goals and Expectations:
Primary Goals
• To increase participant numbers in the Circle’s programs
• To create a brochure that reflects the Circle’s high-quality program line and important role in supporting the Gallery
• To increase volunteer numbers within the Circle — with a focus on volunteers with eclectic backgrounds and varying ages to fill the ever-changing needs of the Gallery

Secondary Goals
• To provide marketing support for the Circle team
• To increase general knowledge of the Circle’s programs
• To increase Gallery Membership

Target Audiences:
Primary Audience:
• Ottawa-Gatineau area residents looking to study art, informally
• Ottawa-Gatineau area bilingual residents looking to volunteer

Secondary Audiences:
• Schools and students in the Ottawa-Gatineau area
• Volunteers’ Circle promotion team
• Gallery promotion team

Perception and Tone
1. Desired Response: The Volunteers’ Circle is:
• Quality-conscious, professional, reputable, reliable
• I can trust the Volunteers’ Circle to organize and roll out a high-quality program

2. Tone:
• Professional, personable, helpful, educational, rich in heritage and culture

3. Usability Guidelines:
• The brochure should supply enough information to act as a lure to other support materials such as the web site
• A bilingual brochure will speak to French and English audiences

4. Physical Guidelines:
• Reduction of the brochure to letter-sized and 3-panel will help offset the increased costs of colour

5. Design Guidelines:
• Clean, simple, attractive design
• A colour palette that is reminiscent of the Masters’
• Textures that make the brochure feel like an artwork itself
• Circular design elements to reinforce the concept of a ‘fully-rounded’ experience
• The addition of photographs to represent the experience of participating


6. Design Recommendations:
• The Volunteers’ Circle should move away from the black and white brochure. This will distance the Circle from the competition (other volunteer groups that take away your ability to select from the best people) and create a friendlier feel. It needs a colour palette and design that is deserving of a National Gallery affiliate.
• Photography, design and writing should emphasize lifestyle – the benefits of volunteering or participating, i.e. higher learning, beauty, rewarding experience, friendship

Communication Strategy:
• Front panel will include a photograph and headline that addresses the dual nature of the brochure — a promotion of both studying art and volunteering
• Interior panels will provide a brief lure for all programs and volunteer opportunities
• Contact call-out area with web address for further information
• The introduction of Testimonials will strengthen the concept of a rewarding experience
• A bilingual brochure will attract both French and English audiences without having to print 2 brochures