CHALLENGE
The Petőfi Cultural Agency asked for our support in redesigning a previously published impact communication booklet. Our task was to create a publication aligned with PCA’s visual identity, built on existing content, and—despite the genre’s constraints—easy and engaging to read.
SOLUTION
The publication presents the most important achievements of the Petőfi Cultural Agency between 2020 and 2023. A key objective of the design process was to distinguish the booklet from comparable publications and to create a visually engaging volume that presents the measurable results of PCA’s work in a human-centered way.
The central organizing concept of the publication was “at eye level.” Cultural organizers and artists connected to PCA’s network shared their projects and professional beliefs from their own, subjective perspectives. Based on this concept, the publication’s structured framework was filled with portrait photography—not distant or staged images, but close-up photographs focusing on the gaze. As a result, alongside numerical data, readers encounter the creators and artists behind the achievements face to face.
RESULTS
The final publication became informative, visually appealing, and easy to navigate. According to feedback, it proved to be a highly effective communication tool, helping the agency reach decision-makers within the cultural sector and the public institutional system, including senior executives, mayors, professional leaders, and directors of cultural and community centers.