World of Wedgwood is a gold award-winning tourist destination in the heart of the Staffordshire countryside. The multi-experience site houses hands-on creative studios, the Wedgwood factory, Wedgwood tearoom and a range of retail outlets, eateries and bars. How do you capture all the attraction has to offer, while reflecting the world-renowned essence of Wedgwood, in a destination leaflet designed to inspire families, empty-nesters and contemporary creatives?
World of Wedgwood
-Fiskars Group
Print Design, Illustration, Content
As part of the wider Fiskars group, the World of Wedgwood brand is required to adhere to existing brand guidelines. However, the client was keen to see how the brand could be adapted and developed. So, we designed several front cover concepts using varying levels of the guidelines – ranging from strict adherence to flexible attention-grabbing design. It had to be immediately recognisable as the World of Wedgwood brand, designed to stand out amongst others on a leaflet stand.
Once the preferred concept was chosen, we edited the supplied copy to accurately capture the brand tone of voice and tailor it to the leaflet structure. It was important that the information led with key messages of the destination offering, followed by the brand’s partnerships with Luna and Sixtowns. Visually, we carefully considered how the World of Wedgwood brand would sit alongside the V&A brand to represent the strong partnership.
As World of Wedgwood is working towards receiving an accessibility accreditation, it was important that the leaflet was designed with everyone in mind. Adhering to AA accessibility standards, we balanced font sizing with the spacing and volume of content on every page, as well as carefully considering the use of the brand colour palette. This produced a clean and clear inside layout and design with a user-friendly, digestible structure.
