Some examples we like:
1. Our company uses a certain set of fonts and colors. The information about these fonts and colors is attached. You may use additional colors beyond what we have listed, but the primary color scheme should fit our brand colors.
2. Photography should be used. You can use a lot of photos, as this can help break up the space and make the content more engaging. Photos that involve people are best, but other photos can be used as well. (Illustrations should not be used, or should be used minimally.)
3. We have seen brochures where a repeating motif is effective, such as a diagonal slant or other geometric shape that is carried throughout the brochure. This is not required, but could be used in our brochure.
4. We use many stats in our brochure – these numbers themselves can potentially be used as graphic elements by increasing their size, highlighting them in a different color, etc. We want the numbers to stand out, not to feel boring.
5. Icons can be used, where appropriate (e.g. a clock icon when discussing how long something takes). However, these icons should not feel childish.
Overall, we want the design to feel professional and refined. It should not feel cluttered or overly dense. It should feel modern, clean, and sleek.