12 Degrees is an urban residence that is “slightly off” Queen Street in Toronto. The whole theme of being slightly 12 degrees off kilter (as in one floor of this unique architectural design was rotated 12 degrees along a center axis) carries throughout the marketing brochure.
Copy and floor plans are placed at a 12 degree angle on the pages. An insert that unites an outer small book and an inner large book is also diecut at a 12 degree angle.
Images shot to reflect the 11-story edifice’s profile are repeated subtly throughout: a tower of four books, a pile of four pairs of jeans, a pillar of four pieces of handmade soap – one of the four items in each stack in each photograph is placed at the appropriate 12 degree angle.
The palette is comprised of sensual and soothing renditions of gray and blue tones – even the four-color shots give off this same visual color feel. The paper is a soft and intimate – uncoated Astrolite.
The whole presentation wraps you up in a contemporary neighborhood and a vibrant way of life. It is rock solid and appealing in its unique and modern aesthetic.
12 Degrees Brochure was featured as a Paper Inspiration.