The client, Shoalhaven City Council, is a region on the south coast of NSW, Australia. This is the fifth annual visitor guide I designed and produced as graphic designer with the tourism marketing team, with a 100K print run distributed mostly within NSW, it is inspirational as well as informative. The main target is couples and high income families able to travel outside peak season, with the goal to extend spend and length of stay.
In the design process, careful brand implementation was needed while also giving each edition a fresh look and feel to surprise and delight the intended audience, as well as attract visitors in alignment with the destination values. Skill in brand expression involves pushing beyond the boundaries of brand guidelines to capturing the spirit and character of the brand in a way that engages and captivates the audience's hearts and minds. In this issue I employed an affect that had the images bleeding out of their frames onto the white space, and watercolour elements supported by a suite of loose ink-style vector illustrations I created from photographic reference.
I produced all maps and illustrations in house and aimed for a soft, natural, tactile overall look and feel. The result is a magazine-style brochure that lives on in peoples' homes, hotel counters, and cafe tables.
Included in the the scope of this project was developing the media kit for potential advertisers, collecting ad materials, setting up ad artwork and securing proof approval from all the advertisers before going to print. In this issue 70 advertisers contributed $80K to production costs. I set a timeline for production from advertiser prospectus to delivery of the pallets of printed guides for distribution by visitor services, ensuring all stakeholder, decision-maker, contributor and supplier milestones were met.
To launch the new issue, I employed elements that I crafted for guide to create animated digital campaign assets, to arouse curiosity and visually distinguish the region.
CLIENT:
Shoalhaven City Council
STUDIO:
Shoalhaven's tourism marketing team
TASK/DELIVERABLES:
Media kit, advertising, magazine layout design, illustration, print ready art, digital campaign.
YEAR:
2019
Shoalhaven City Council
STUDIO:
Shoalhaven's tourism marketing team
TASK/DELIVERABLES:
Media kit, advertising, magazine layout design, illustration, print ready art, digital campaign.
YEAR:
2019
