Brochure design & content

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Brochure design & content
Clean & modern digital brochure for a custom wooden cabin builder, balancing clarity and readability while staying true to the established brand, while defining the target audience and conducting research to guide the content direction.

UI DESIGN

COPY

I recently worked on the design of a digital brochure for a client who builds custom wooden cabins and cottages. The main goal was to create a clean, contemporary look that feels approachable and doesn’t overwhelm the reader, while staying true to the client’s existing visual identity.

At the start, the brochure’s content wasn’t clearly defined, so I took the initiative to identify the target audience and used that as a foundation for research and content direction. This helped give the project a clearer structure and ensured the final result communicated exactly what the client needed.

During the process, I created custom graphics in Illustrator, built the full layout in Figma, and introduced a subtle modernization of the logo to better align it with the updated visual tone.

UX and graphics.

One of the main challenges of the project was the initial lack of clarity about the brochure’s exact content. The client wasn’t sure what should be included, so I took initiative to define the target audience and conducted research to guide the content direction.

Throught this, we discovered that:

the target audience want to see real examples of completed projects
they’re interested in the step-by-step process
good visualization is important for them
pricing and construction time are their key concerns (following the client’s strategy, we chose not to include specific pricing details)

With these insights, I decided to build the brochure primarily around 3D visuals and photographs from one of the real completed projects, highlighting the client’s capabilities and range. This approach provided the clarity the audience needed and helped set realistic expectations for future collaborations.

The overall design remained minimalistic to keep the focus on the core content — the photos and cabin visuals. I added subtle rustic elements to evoke natural textures such as wood, clay, and stone.

Content and copywriting.

For the tone of voice, we chose a neutral, professional, and confident style that reflects the brand’s expertise. To keep the structure clear from the beginning, I prepared wireframes that already included the full content and draft copy, ensuring that both layout and messaging evolved together in the right direction.

The client didn’t want a long or overly detailed brochure, but rather a concise and accessible introduction, something that would spark an initial conversation, giving him space to explain the specifics to each customer individually.

Another requirement was future flexibility: although the brochure was created in a digital format, it needed to work seamlessly in print as well.

To make the content more engaging, we included a space for a real customer review to enhance credibility and addressed frequently asked questions that often came up during early discussions. The final section featured a construction timeline that walked readers through each step of the building process, providing a transparent and structured overview of what to expect.