Conoce EAE is a corporate brochure developed for EAE Business School, one of the top five in Spain. This type of brochure is usually very institutional and to be honest, a bit boring and distant. But when EAE commissioned us for this project their idea was to do something slightly different. It was important to review the narrative, introduce a more humane aspect of the brand and somehow deliver something that could be used by the stakeholders and that communicated the brands vision and purpose.
So apart from the normal content, such as the institution history, faculty, alumni, programs and all the data and infographics usually used in this type of publication we infused as more aspirational narrative.
We invited several employees to share their idea of what the school represented to them, we made them highlights of the brochure. We wrote about the brands vision and what to stands for in a more open and humane way, we talked about talent beyond data, and we created a small poster that if you wanted you could hang it on the wall of the your office.
The brochure is made out by two pieces, the brochure itself and a folded poster that was used as a book jacket. The jacket covered half of the cover creating a game between the corporate EAE red and the cover photo that illustrates the concept of discovery and the ability to conquer ones objectives (the brand motto: We make it happen).
The two corporate typefaces create a balance of styles. Montserrat plays the role of setting a more easy and contemporary tone for the long texts, and at the same time it helps with the legibility of infographics, wile Tabac Big brings a more serious and sharp but yet elegant tone to titles and quotes.