The Hollywood Foreign Press Association needed a complete overhaul to their Golden Globe Awards programme. Historically, they have always been the most watched acting awards show, second in prestige only to the Oscars, but their brand had been significantly damaged by poor print design.
They needed an elegant brochure reminiscent of old Hollywood glamour.
Originally, the programmes where cluttered with advertisements, suffered from garish, unrefined design, were poorly organized and came across as utilitarian and unprofessional, rather than sophisticated and elegant. Not surprisingly, nearly all the attendees would simply leave them behind.
After a thorough discovery process, a brand elevation strategy was outlined which included removing all paid advertising within the programme itself, an information restructure and a complete redesign (as well as higher-end printing).
Challenges
How to evoke the ethereal quality of old Hollywood glamour portraits with soft lighting in colour and with a reflective surface? We performed custom photography of the statuette and chose a very traditional, open font with clean, elegant layout and interspersed vellum overlays that acted like a cross-fade when turning pages.
“For the first time in HFPA history, none of the programmes were left on the event tables. In fact, entire boxes of programmes were stolen and sold on eBay. This had never happened before."
— Philip Berk, President of the HFPA
Outcome
How to evoke the ethereal quality of old Hollywood glamour portraits with soft lighting in colour and with a reflective surface? We performed custom photography of the statuette and chose a very traditional, open font with clean, elegant layout and interspersed vellum overlays that acted like a cross-fade when turning pages.
