A bold redesign that brings the energy of Greater Phoenix to life, reimagining the guide with a fresh visual direction.
Overview & Scope
Visit Phoenix
CLIENT
Art Direction, Editorial Design, Redesign Strategy
CONTRIBUTIONS
Create a bold, modern visitor guide that pushes the boundaries of traditional editorial design.
OBJECTIVE
Challenges
No Existing Branding to Reference
The client wanted a redesign without having any new brand identity established. This meant that there were no updated type palettes, color palettes, illustration styles, or visual standards to build from. I developed a design direction that felt fresh and modern while maintaining a connection to Greater Phoenix’s existing brand perception.
Creating a Standalone Visual Identity
Without predefined elements, I had to define the visual language for the guide in a way that could potentially influence future branding. The challenge was to create something that felt distinct and recognizable, yet flexible enough to adapt if and when new brand guidelines were introduced.
Approach
Reflect the City's Vibrant Energy
The creative strategy was rooted in highlighting the high energy and allure of Greater Phoenix through striking design and contemporary layouts, aligning with the forward-thinking mindset of its residents and visitors.
Establish a Bold Visual Identity
The visually dynamic aesthetic captured the city’s progressive spirit, transforming each spread into a compelling narrative. Powerful imagery, bold typography, and a fresh visual approach elevated the guide.
To further elevate the design, I directed a custom photoshoot, with everything from concept development to providing creative direction. A detailed shot list was crafted, photography style preferences were defined, and close collaboration with the photographer ensured that each shot aligned with the guide’s new visual direction. The result was a cohesive, high-quality visual narrative that captured Greater Phoenix’s unique character and complemented the bold new guide design.
The travel guide’s dynamic energy was infused into every visual and narrative element.
Results
The final design introduced a bold, modern aesthetic that elevated the guide far beyond its previous iterations.
The reimagined layouts captured the energy and vibrancy of Greater Phoenix, presenting a cohesive sense of place and identity that resonated strongly with both the client and the audience. The design successfully balanced innovation and familiarity, resulting in a memorable visual experience.
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