Established in 2011, the Winnipeg Trolley Company has become an iconic part of Winnipeg's tourism scene. Inspired by the Winnipeg Electric Company 365 streetcars, the company provides exciting and affordable tour and transportation services aboard a comfortable bus styled to perfectly mimic a trolley from a bygone era.
I was hired to design a number of materials, including online digital pricing guides, a trifold brochure for their Ale Trails and Trolley of Terror tours, and a simple elegant brochure showcasing the Trolley's aesthetics and practical usefulness for weddings.
Core Aesthetic
Given the relative simplicity and minimalism of Wedding aesthetics, and given the focus on photography, the design would need to be simple. To that end, I opted for Art Deco and Peignot-style display typeaces to marry the Trolley Company's existing period branding with some of the conventions of wedding culture aesthetics.
Collaborating with wedding photographers
Given the mixed quality of images that the Trolley company had on file, I suggested we approach a high-caliber wedding photographer to collaborate. Enter Black and Gold Photography, who have captured many weddings of which the Trolley was a part. The impact of this brochure rests hugely on the quality of their standout photography.
2-in-1 aesthetics
Because this double-brochure would feature two separate tours in one brochure, I determined that there should be two core visual treatment for each tour with some affinity to each other. The goal was a consistent style manifesting in two modes - almost like a dark mode and light mode.
In addition to building off of some of the typography seen in the wedding brochures, I explored illustrative approaches - sleek minimal takes, vintage typography, and even illustrative comic-like takes.
Brochure Possibilities
These ideas were further explored in concepts for the brochures.
Ultimately, the decision was made to lean into much simpler identities for the brochure, leading to two harmonized logos around a more basic slab serif.
Final Product
Ultimately, we settled on a compromise of sparkle and minimalism that the client felt would connect the most with their target growth demographic.
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