A publication that underwent a complete redesign, moving away from a traditional layout and into a vibrant, contemporary design space.
Inspired by the bold colors, patterns, and energy of the destination, the new guide elevated the brand and authentically reflected the dynamic and historic community that defines Salt River.
Overview & Scope
Discover Salt River
CLIENT
Editorial Design, Editorial Strategy
CONTRIBUTIONS
Design a visually captivating guide that reinforcing the destination’s refreshed branding, and create a magazine-style guide that not only felt modern and engaging but also brought cohesion across all marketing efforts.
OBJECTIVE
Challenges
Starting from Scratch
The client wanted a look that was entirely new, requiring a complete departure from the previous guide while staying true to the updated brand guidelines.
Balancing Tradition and Modernity
Striking the right balance between honoring cultural heritage—through the use of tribal patterns and storytelling—and presenting a modern, editorial-style design that would engage today’s travelers.
Approach
Design Rooted in Heritage
The design strategy was inspired by Salt River’s culture and heritage. Tribal patterns were woven throughout the guide in intentional, meaningful ways. Large, striking photography, bold typography, and vibrant colors were prioritized to embody the destination’s energy and draw readers into the pages.
Align Stories Across Platforms
To ensure consistency with the client’s broader marketing efforts, I developed layouts inspired by their existing digital initiatives. This approach allowed the guide’s design to complement and enhance the community’s digital presence, creating a seamless and cohesive narrative across all platforms.
Results
The redesigned guide elevated Salt River’s branding, establishing it as a premium marketing piece for the destination.
The redesign introduced a bold new look that paid homage to Salt River’s heritage while keeping the guide modern, fresh, and engaging. The final product captured the vitality of the community, presenting an innovative layout style that balanced creativity with brand consistency. The guide served as a strong extension of Salt River’s brand, elevating the visitor experience and reinforcing the destination’s unique identity.
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