hether a brochure is institutional or wants to sell something has direct bearing on its creative tone. Its format (mailer, folder, booklet, etc.) must be taken into account. What's being done in the other media on the same subject and the existing brand strategy will also weigh heavily on how a creative director will endeavor to inspire and direct an art director and writer.
If it is an image piece with many equally weighted subjects, the cover might not need a headline. But when a brochure must compete with 10 other items in a pile of mail to sell something, it makes good sense to immediately make the most arresting statement possible.
Whatever variables need consideration, the challenge is to mix them in a combination that will take best advantage of each unique situation.
Since all the ingredients are interrelated, it is a good idea to list them in writing. Seeing them all together on one page simplifies the decision making process which helps to ensure that each judgement will be correct.
Reinvent something famous to make your message instantly recognizeable and inviting.
A brochure and ad campaign promoting the AAA membership card as a Christmas gift was the assignment. This determined Santa Claus driving a sled full of cards to the tune of Jingle Bells is very merry design, illustration and writing.