Herd Farm – a new look, a new way of thinking.
Herd Farm is an outdoor activity centre for both adults and children and is run by Leeds City Council. Working to a fixed budget, Bulletpoint Design were given the task of creating a promotional brochure in January 2006.
After a ‘fact finding’ trip to the centre, Paul Kerfoot (Bulletpoint’s creative MD) realised that the current image portrayed by Herd Farm did not reflect the energy or full scope of activities and experiences available at the centre – but rather focused too much on the actual building and residential side, at which he commented; “You currently look and sound like a farm!”
Bulletpoint always set out to deliver a return on every client’s investment and as such work with the budget available to deliver the most effective solution. In Herd Farm’s case, the job of promoting the centre also involved providing a simplified logo to help underpin the new look.
• Business card v Brilliant Business Card. Old image v new image!
The main part of the job was to shift the focus away from the building and towards the activities – the task being to sell the fun, the outdoors, the energy of the experience whilst quietly selling the building itself in the background… and the only way to portray this ‘activity’ was through great imagery via new photography.
Paul briefed the client on the type of images required to achieve the right look and feel (the client, Lucinda Walsh, art directed the shoot with their own photographer). As well as for use in the brochure, this also included active multi frame shots that could be used on the website.
Paul also proposed to alter the logo’s strap line from ‘Residential Education Centre’ to ‘Activity Centre’, noting words are just as important as pictures in creating an overall identity and an effective message that customers can relate to.
Using inspiring photography and applying simple yet effective design and communication principles we helped create a more challenging brief – one to change people’s perceptions whilst inspiring children and adults alike into action. This is a fabulous place full of life and activity. Thankfully, the new literature now portrays this.
• Brochure cover and inner spread example.• Website (January 2006).
Please click here to download the logo proposals (Adobe Acrobat PDF files).
For further information about Herd Farm Activity Centre visit www.herdfarm.co.uk