A complete reimagination of the Visitor Guide, transforming it from a basic reference book into a visually compelling, high-end magazine.
This redesign elevated the region’s brand, reflecting the dynamic communities that make up Northwest Arkansas.
Overview & Scope
Explore Northwest Arkansas
CLIENT
Art Direction, Editorial Design, Branding, Redesign Strategy
CONTRIBUTIONS
Design a visually captivating guide that establishes a brand-new identity for Northwest Arkansas, leveraging a sleek, magazine-inspired aesthetic to elevate the region's perception and appeal.
OBJECTIVE
Challenges
Establishing a New Brand Identity
The client sought an entirely new look, requiring the creation of a fresh brand identity from scratch. This involved an in-depth exploration of the region’s unique character to develop a distinctive color palette and typography that encapsulated its essence.
Balancing Diverse Stakeholder Input
With ten communities represented by different stakeholders, each with unique priorities, the challenge was to create a cohesive design that satisfied all parties while maintaining a unified visual identity for the guide.
Approach
Translate the Brand Into a Magazine Aesthetic
With the newly established brand identity as the foundation, I designed a guide that reflects the elegance and sophistication of a high-end magazine. This involved integrating bold typography, curated color palettes, and striking layouts to create a visually elevated experience.
Focus on Editorial Excellence
The guide was designed with a premium editorial structure in mind, emphasizing clean, modern layouts that allowed the stories, imagery, and key highlights of Northwest Arkansas to shine in a polished, cohesive way.
Results
The guide successfully elevated the perception of Northwest Arkansas, aligning it with competitive, high-end travel publications and setting a new standard for the region’s marketing materials.
The polished and professional design provided a cohesive platform for showcasing the region’s ten communities, creating a unified and aspirational vision that resonated with stakeholders and readers alike.
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