King's High School

For privacy reasons, only the first three spreads of the 50-page prospectus are included. However, it is these spreads where the tone of the booklet are set. The audience was primarily 12-year-old Dunedin boys deciding on a High School. I was also mindful that behind each of these boys would be one or two parents anxious to know what the school was offering and forming their own judgments.

"Amplify your future" was developed as a tag line that did not have any direct link to a specific field, such as sport, academia or the arts. It was no coincidence that "amplify" is a word that resonates with this audience. And, it also provided some great potential for the visuals.

The message contained in the first two inside spreads was aimed at opening the audience's eyes to the possibilities that lay ahead - possibilities they hadn't even contemplated yet. We then broke the remainder of the booklet up into Learning, Performing, Competing and Parents. In this way, the less-energetic boy could just "cut to the chase", while the information which was only ever going to be of interest to parents, was pulled together in a final section. Coloured tabs made life easier still.