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
Washington State Tourism
CLIENT
Editorial Design, Branding, Redesign Strategy
CONTRIBUTIONS
Design a first-of-its-kind visitor guide for international travelers attending the FIFA World Cup, tailored specifically to Washington State destinations and experiences. The publication needed to align with existing state branding while functioning effectively as a multilingual, multi-page print guide.
OBJECTIVE
Challenges
No Existing Template or Precedent
Because this guide had never been created before, there was no prior structure or layout system to build from, requiring the development of a fully original design framework from scratch.
Multilingual Layout Constraints
The guide was translated into four languages, which required flexible spacing, thoughtful typography, and a structured grid system to accommodate longer text expansions without compromising visual balance.
Approach
Build a Flexible, Brand-aligned System
I leveraged existing brand colors and typography to create a cohesive visual language that could scale across a multi-page publication while remaining easy to adapt for translation needs.
Design Distinct Yet Unified Section Styles
I created a consistent infographic-inspired grid structure across three main sections—features, itineraries, and map routes—using color differentiation and layout variations to help readers quickly navigate the guide.
Results
The final guide provided a clear, highly navigable experience for international visitors attending the FIFA World Cup, making complex travel information easy to understand across multiple languages.
The polished and professional design established a flexible design system that can be reused and adapted for future large-scale, multilingual publications.
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