Project & Objectives

This comprehensive brochure, coupled with a distribution strategy to U.S. high schools and community colleges, would generate an awareness within these academic spaces that cannot be achieved through Khan Academy’s existing website alone.

The thought is that while students are deeply focused on their studies, learning about personal finances can feel like an afterthought. With this brochure clear in sight and available to keep, it would encourage students to learn more at their convenience and enroll in this free Personal Finance Course.

Reflection

Creating copy for this spec brochure was an exercise in design, flow, and empathy.

The 6 panels of this tri-fold brochure are not created equal. It is folded in a way where order matters. Readers will not open the brochure if the front and back panels are not engaging.

Before I started to write the copy, I took a piece of paper and folded it like a brochure. It was apparent that the front panel was the gateway to the rest of the brochure and had to have a catchy header for the reader to investigate further. The back panel called for important information but I didn’t want to reveal the course itself – that was the front panel’s job.

Once the reader opens the brochure, two inside panels await. One more page turn revealed the last two panels. I thought these two panels could be combined and a great place to write the course curriculum.

Now that I mapped out the anatomy of the brochure, I thought about the flow of information and empathized with the reader on how they would receive this info. The front panel was the eye-catching header. From there, the reader has 3 choices: stop reading (not ideal), flip over to the back panel with impressive stats about Khan Academy, or open the brochure.

If they continue reading, the two inside panels reveal the course overview and testimonials. If I was the reader, I would want to know about the course right away, learn who is teaching the course, and then be met with social proof to secure my attention.

If the front and inside panels did their jobs, the reader would flip one more time to the double-panel course curriculum, breaking down the topics the personal finance course.

After reading all 6 panels, the reader could go to the back panel where they can visit Khan Academy’s website and enroll. Mission accomplished.

Khan Academy’s Personal Finance Brochure – Creative Brief & Copy Deck