THE CHALLENGE The Arabian Horse Association had the unfortunate situation of no style guide specifically for it's program books in it's history, resulting in championship program books that never looked or read the same throughout the years. The goal was to create a more professional, easy to read InDesign layout that could then be used as a template for all succeeding books and anyone assisting with the design.
THE SOLUTION Arial was abandoned in favor for the much easier to read and space-saving Proxima Nova Condensed, which reduced average printing costs of each book by 15%. A focus group ranging in ages of mid 20's to 80's also yielded comments of improved readability. A layout grid was established to control columns of text, unify the appearance between all books, and a clear typographic hierarchy was given to headings, subheadings and important legal info. After digital publication on Issuu, these books finally ranked as top results for the search-word "horse" when prior year's books had not, thanks to increased click rates and downloads.