Travel Market Publications
The client wanted a redesign of existing guides, improving data visualizations and storytelling.
I designed a template for the booklets, incorporating infographics and data visualizations that engage audiences and display the research clearly and effectively, while adhering to Brand USA’s style guide.
With the help of with three designers, an internal project manager, and the client’s design manager, we swiftly executed all 15 guides in under 2 weeks.
I redesigned Brand USA’s Market Guides to align with current branding pieces and led a team to produce all 15 guides. Each booklet outlines the target market for a particular country or region, with information about demographics, trends, and travel preferences. Guides are distributed at meetings, conferences, events and trade shows, and housed online.
Not only did we update the layout design, but we also updated the way information is presented and digested by the reader. We designed a template for the booklets, incorporating infographics and data visualizations while adhering to Brand USA’s style guide. The new iconography and infographic designs engage audiences and display the research clearly and effectively. We incorporated photography from the target markets to better illustrate the demographics and details discussed in each book. Once the overall design was approved, I created a template and devised a plan of how to tackle all 15 guides with a tight production schedule.
Brand USA reports that their representatives consistently praise the market guides, saying how easily digestible the data is and how helpful the guides have been.
Our work was recognized by Graphic Design USA, winning a spot in the 2019 American Graphic Design Awards’ Brochures & Collateral category.
Art Director, Lead Designer
Beth Varden (Designer), David Counts (Designer), Sylwia Surowiec (Designer), Juliana Stube (Account Executive)