Lee Valley: Store Event Posters

Print Design · Poster Redesign

While Lee Valley was undergoing some major changes, including the creation of new brand guidelines, myself and a group of three other designers were tasked with the redesign of the in-store posters, to follow these new guidelines, as well as modernize the look of the posters in the stores. We came to the conclusion that we needed to make the text on the poster easier on the eyes, especially since Lee Valley's target audience is primarily a mature age, meaning it may be quite difficult for them to read white text on a dark background. We also significantly reduced the amount of text, and left on the most important information in a very easily digestible format. Following the new brand guidelines, we incorporated the logo in a more subtle way, that people will subconsciously notice, but not necessarily find it at the very top of the poster. The yellow in Lee Valley's primary colours served as a fantastic accent to separate the information about the book signing from the dates, locations & times, making it easier for the customer to find what they're looking for on the poster.