Parelli Conference Program

Even though it’s an old piece, this is still one of my favorites. I was given (almost*) full creative control to do whatever I wanted with this event program, and went wild. Instead of following the old magazine-style approach of previous years, I decided to focus on the attendee experience. Sitting in close quarters on outdoor bleachers with little elbow room meant flipping through a full size, flimsy document would be cumbersome.

I designed a convenient pocket-sized, brochure-style booklet that could be more compact but also provide other features. Each day of the program had a convenient tab for quick access, made by having the page folds progressively shorter. Then the entire accordion could be opened to reveal product specials. Finally, that could be opened up further to reveal a special commemorative poster on the inside.

I chose a satin finish paper stock that could be thinner but still sturdy and durable enough in case of humid weather without too thick. It was quite a challenge to account for the offsets created by multiple folds on folds, and then be able to explain how it should all work to the printers. I even had to make diagrams to show how it should work. They were so impressed by the creativity and clever design that they offered to do die scored folds at no additional cost. Attendees were thrilled with the format.

*Papyrus was dictated by the brand guide