A reimagined guide capturing the charm and attractions of Branson, Missouri, with a fresh, engaging visual approach.
By crafting a distinct visual identity for each feature while maintaining brand cohesion, the guide captures the energy, charm, and diverse experiences that make Branson a top destination.
Overview & Scope
Explore Branson
CLIENT
Art Direction, Editorial Design, Editorial Strategy, Brand Refresh
CONTRIBUTIONS
Design a publication with a robust editorial well, where each feature story establishes its own unique mini-brand while maintaining a cohesive connection to the overarching guide’s identity.
OBJECTIVE
Challenges
Refining the Copy for Readability
The initial copy was dense and difficult to follow, with key details like timelines buried in unstructured text. I restructured the content into clear, digestible sections, pulling out standalone details for sidebars and callouts to improve readability and engagement. Balancing the client’s original work with enhanced storytelling, I also proposed new copy for stories that lacked supplementary content, creating more dynamic and compelling additions to the guide.
Adapting to a New Design Style
The brand’s design style was outside my usual repertoire. I dedicated time to immersing myself in their brand guidelines, learning the nuances of their aesthetic to ensure my design would align seamlessly with it. The goal was to produce a polished, high-quality design that not only felt natural but also maintained the essence of the brand’s established style—ensuring it appeared as if I had been part of the brand from the very beginning.
Approach
Craft Unique Visual Identities for Each Story
Each feature story was designed as its own mini-brand, with tailored layouts and treatments that aligned with the tone and voice of the content, while maintaining consistency across the overall guide.
Enhance User Experience Through Streamlined Layouts
I reorganized dense copy and integrated structured elements like timelines and sidebars, creating a visually digestible, user-friendly guide that maintained the integrity of the original content.
Results
The refreshed transformed the guide into a visually dynamic publication, setting it apart from competitors and reinforcing Branson’s vibrant and diverse offerings.
By elevating the guide’s visual and structural design, the final product piqued the interest of readers, leading to increased engagement and a stronger connection with Branson as a travel destination.
“Explore Branson is smiling from ear to ear about how the Vacation Guide turned out. From the incredible design work to the authentic stories, it’s truly one of the privileges of my career each year to be part of this project and watch it come to life.”
-Ashlie Beede, Vice President of Marketing | Explore Branson
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