A bold refresh of the publication, blending dynamic storytelling with a strong sense of place.
This redesign elevated existing branding to better reflect Missouri’s identity—balancing innovation with authenticity while guiding a client team new to the publication process.
Overview & Scope
Missouri Division of Tourism
CLIENT
Editorial Design, Redesign Strategy
CONTRIBUTIONS
Create a visually dynamic and engaging guide that reflects the state’s diverse offerings, from its historical landmarks to outdoor adventures, in a way that’s both cohesive and aspirational.
OBJECTIVE
Challenges
Adapting to a New Design Vision
The client initially worked with another designer who pitched a direction for the redesign. As I took over the project, I had to adapt the original vision to align with what I felt best reflected Missouri’s brand. This required a delicate balance of incorporating the previous ideas while introducing a new look and feel that would resonate with the state’s identity.
Guiding New Staff Through the Process
The client had recently onboarded new staff members who were unfamiliar with the publication production process. I educated them on the steps involved in producing a visitor guide, as well as provide guidance on what to expect and look for when reviewing drafts. This required extra communication and support to ensure the project ran smoothly and met expectations.
Approach
Highlight Missouri’s Diversity Through Design
By using bold, vibrant imagery and unique yet cohesive layouts, I created a design that represented the full range of Missouri’s offerings—balancing history, culture, and nature. The typography and color palette were selected to evoke both energy and warmth, ensuring the guide felt inviting and dynamic.
Create a Visually Accessible Experience
Through thoughtful layout decisions, I made sure that visitors could quickly locate the information they needed while still being visually engaged. Consistent use of clear headers, sidebars, and callouts made for an intuitive navigation experience.
Results
The refreshed guide successfully conveyed Missouri’s diversity and rich cultural heritage while maintaining a modern, high-quality look. It reinforced the state’s identity as a vibrant and multifaceted destination.
By simplifying the guide’s structure and highlighting key attractions through impactful visuals, the redesign improved user engagement, making it easier for readers to discover and connect with the state’s offerings.
View More Featured Work
-
![]()
Sidepiece Magazine
Creative Direction, Production Management, Advertising Strategy, Social Media Strategy, Event Planning
-
![]()
Hardware Retailing
Editorial Design, Marketing Design, Branding, Creative Direction, Social Media Strategy, Photography
-
![]()
Pattern Magazine
Creative Direction, Editorial Design, Photography, Styling, Digital Content Management
-
![]()
Visit Phoenix
Art Direction, Editorial Design, Redesign Strategy
-
![]()
City of La Quinta
Editorial Design, Branding, Editorial Strategy
-
![]()
Explore Branson
Art Direction, Editorial Design, Editorial Strategy, Brand Refresh
-
![]()
Northwest Arkansas
Art Direction, Editorial Design, Branding, Redesign Strategy
-
![]()
Destination Door County
Art Direction, Editorial Design, Redesign Strategy, Editorial Strategy, Marketing Strategy
-
![]()
Visit Missouri
Editorial Design, Redesign Strategy
