hollyhock

+ Catalogue design & layout

project: 2018 program calendar

Every year, the inspiring folks at Hollyhock, a lifelong leadership and learning retreat on Cortes Island, off the coast of British Columbia, Canada, launch their program
calendar—six months of workshops, retreats, talks, and transformations. The organization has a loyal following of self-help lovers, spiritual folks, ready-for-change
go-getters, health enthusiasts, mindfulness advocates, and a slew of people looking to make their lives better. For these patrons, the catalogue in their mailbox the first week of January every year is like an envelope filled with hope and possibility. Sounds cheesy; it’s true.

So when we were tasked to layout this year’s catalogue—our third with Hollyhock—we jumped at the chance to bring a warm earthiness, a clean, open feel, and a slightly modernized layout to the piece.

Layout design for Hollyhock, a leadership and lifelong learning centre on Cortes Island, BC. Layout design for Hollyhock, a leadership and lifelong learning centre on Cortes Island, BC.

“This looks SO great! We love you guys!”

loretta laurin, marketing manager
Layout design for Hollyhock, a leadership and lifelong learning centre on Cortes Island, BC. Layout design for Hollyhock, a leadership and lifelong learning centre on Cortes Island, BC.

WHAT, why, how

The program catalogue was a multi-layered project that required intense and meticulous collaboration and communication between Flipside and our client. So we set objectives and milestones at the project start to ensure a smooth process—one that would see us working together intimately for 5 months, pouring over imagery, workshop descriptions, advertisements, and minute details.

THEME

In a transition this year, with a new CEO at the helm—the first in 30 years—the catalogue took on the in-transition vibe. The goal was to be somewhat the same, yet still clearly evolving forward. To achieve this, we presented two design concepts that eradicated some of the previous year’s muddiness and brought in a cohesive, forward-moving earthy vibe.

Palette

We took the brand’s existing palette—which featured 5 key colours—and stripped it back to two. This made the page flow less noisy and more soothing, like the actual experience of Hollyhock itself.

typography

Using Hollyhock’s brand fonts, we decided to be bold—bringing all-caps into headlines. A confidence unseen in the organization’s brand in the past, this decision gave each page the opportunity to stand on its own, showcasing a new era for Hollyhock: one rooted in strength and certainty, woven around spirituality, friendliness, and self care.

catalogue

The end result was a 32-page program calendar that had recipients posting pictures and heart emojis the second it arrived in their mailbox.

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