One of the main points from the brief was that the design should break away from the more regulated style of Polaris corporate advertising to make it more approachable.
We achieved this by not conforming to a specific grid for the layout and used full-bleed images with grungy edge transitions for an off-road look. The masthead was placed slightly askew from horizontal to add a dynamic feel. Text boxes in the design also followed this angle to enable some consistency throughout the design. Elements such as images in Polaroid® style frames also helped to reinforce the freestyle look.
The main reader would be Polaris dealers therefore, we wanted to make sure the information would be relayed quickly and efficiently. By keeping stories more visually driven with images and minimal text, the entirety of the newsletter could be quickly read and essential details easily understood.
Complex elements throughout the design come together to provide a simple look that creates a style reminiscent of Polaris corporate design but with an approachable feel; an essential requirement of the brief.
The use of interesting visual elements and layering keeps the focus on the stories and the information they contain without distracting the reader but engaging them in the newsletter’s content.
Colour is an important aspect of the design as it takes advantage of the established colours used in all Polaris promotional materials and branding making it instantly recognisable as a Polaris communication.
Having worked with Polaris for many years and by making numerous visits to demo days, shows and events, we have built a vast library of images that we can take advantage of.
SW1 prides itself on getting the right shot to portray a product and message in the best light. Using the latest digital photo editing software, we can ensure images are processed efficiently and accurately achieving the best shot every time.