We were asked to design a tri-fold flyer for Loft & Vine Florist, applying clear typographic hierarchy and layout design across 6 panels of a letter-sized page. We were required to use all provided text, selected images, and incorporate artwork that spans all panels. The design must reflect the brand’s humanist, eco-conscious, and artisanal values.
To match the brand’s tone, I selected humanist fonts with a hand-crafted feel. I tested 3 options for the heading: Good Karma Smooth, Adobe Handwriting, and Adobe Jenso Pro. For title and body, I used Adobe Kids to maintain warmth and approachability. I also explored 2 colour palettes combining cream, olive green, and pink to reflect femininity, nature, and craft.
I researched design references with similar pastel tones and floral themes to guide my layout direction. These references helped me understand how to balance typography with imagery in a delicate, spacious structure. I focused on soft colour transitions, vertical text flow, and overlapping floral elements to match the brand’s handcrafted and feminine identity.
I planned the tri-fold layout using a 2-column-grid per panel with 3-row-grid to maintain clarity and balance. This helped me organize the dense content into structured fields. I developed 2 layout versions by InDesign, adjusting the body text and image placements to improve vertical flow and ensure each panel transitions smoothly when folded or unfolded.
I refined the layout by combining the strengths of both previous versions and carefully aligned images with their corresponding captions. Based on the professor’s feedback, I focused on improving visual flow across the panels and enhancing the narrative clarity, ensuring each section leads naturally into the next while maintaining typographic consistency.
