Visual Communication Design on UXPA@Pratt E-Brochure 2019 🎨
Let’s Play the E-Brochure Prototype👇
- Project Type: Individual project
- Tools: Adobe Illustrator CC, Photoshop CC, issuu, hand sketch
- Practice: Digital graphic design
- Year: 2019
- Duration: 2 weeks
The Design Concept & Goal
As a graduate student with a major in Information User Experience, I often join in the User Experience Professionals Association (UXPA) events at Pratt. They provide a lot of resources to UX learners on different levels. By planning and coordinating events that are of interest to the UX community both within and outside of Pratt Institute, UXPA@Pratt builds relationships with alumni and other professionals and creates skill-enhancing opportunities in user experience and related disciplines.
This E-brochure targets on Pratt students who want to learn more about the UXPA@Pratt or who want to join the events. I designed this E-brochure to make a general introduction about the organization’s background and its officers.
Idea Generation & Sketches
Final version sketch

I made 6 pages including the cover and back page in my E-brochure. Since I wanted to make a clear and elegant appearance on this brochure, I used some principles of composition in Graphic Design, such as Hierarchy, Proximity, White Space and Balance.
Regarding the inside pages, I applied a huge event photo to go across 2 pages and gave a comprehensive description to a theme, trying to engage people to join UXPA.
For the cover page, I tried to design a water flow image that goes through a hole to arouse readers’ interests for diving into this brochure to learn information about UXPA@Pratt. Since my target users are people who are interested in UX, I put the affinity diagram picture on the cover page to attract people’s attention.
For the back page, I used the same color in the background of the affinity diagram picture which shows in the cover page to present consistency of the water flow image.
In the beginning




I tried 3 different visual designs for the cover page. I believe different colors or images can affect different feelings to viewers. After I rearranged and integrated visual elements for a while, I came up with the final version of the cover page in the prototype.
Adheres to Pratt’s & UXPA guidelines

I followed Pratt and UXPA@pratt’s brand & identity guidelines to design this brochure in a real-business way. Font types used in the brochure are Aperçu and Lyon which also follow Pratt’s guidelines.
Reflection
The most challenge thing that I faced in this project was designing the cover page. In the final version, we can see there are 1 Pratt logo on the right side bottom, 1 “Pratt Institute” text on the top left side, and 1 “UXPA@Pratt” text in the top central position, and these seem like making the Pratt logo everywhere in the cover page. I had tried to just use “UXPA” to replace “ UXPA@Pratt” to solve the problem, but when I took a look at UXPA@Pratt’s twitter or official website I found I cannot separate “UXPA” and “@Pratt” since it is an official standard. I also found another way to solve the problem by removing the “Pratt Institute” text on the top left side. However, after user testings, most of the users said they love how the “Pratt Institute” text looks like now and it makes the brochure looks modern, suggesting me don’t take it out. Therefore, for my next step, I’d like to consider users’ feedback and try to figure out how to make a better cover page by doing some research on other magazines or brochures.
Reference
đź”— Cover image source: unsplash.com
đź”— Pratt Brand Hub for visual design guideline: https://www.pratt.edu/intranet/intranet-communications-and-marketing/intranet-brand-hub/
