The client, Shoalhaven Tourism, annually produces a visitor guide to attract visitation to the Shoalhaven local government area on the NSW South Coast, and provide information to visitors in region. This is the most recent visitor guide project I completed for Shoalhaven City Council during the years 2015 - 2021, as in-house designer for the tourism marketing team. The guide is 68 pages, A4 format, on uncoated stock, with a print run of 80K.
The scope of my role included developing a timeline to meet print deadlines, liaising with 60 advertisers, collecting materials, setting up ads and securing approvals, ensuring all content contributors work to deadlines for copy, proofing and approvals, selecting a print provider via expression of interest, and layout design and implementation.
A challenge of this project was to create a fresh new way of engaging the target audience whilst also maintaining the brand identity, with similar content and document structure of previous issues. This is where skill in brand expression is essential, maintaining brand guidelines while also incorporating unique personality traits to establish a profound emotional connection with the audience. A device I implemented in this layout design was the integration of headings within imagery, which I achieved using masks in Photoshop. To maintain a creative, homespun, earthy feel, I also hand painted a library of elements based on local bush foods.
The scope of my role included developing a timeline to meet print deadlines, liaising with 60 advertisers, collecting materials, setting up ads and securing approvals, ensuring all content contributors work to deadlines for copy, proofing and approvals, selecting a print provider via expression of interest, and layout design and implementation.
A challenge of this project was to create a fresh new way of engaging the target audience whilst also maintaining the brand identity, with similar content and document structure of previous issues. This is where skill in brand expression is essential, maintaining brand guidelines while also incorporating unique personality traits to establish a profound emotional connection with the audience. A device I implemented in this layout design was the integration of headings within imagery, which I achieved using masks in Photoshop. To maintain a creative, homespun, earthy feel, I also hand painted a library of elements based on local bush foods.
Other challenging aspects of this project was ensuring timing milestones were met by various stakeholders and contributors, and close liaison with the successful print contractor to ensure a smooth and supported prepress process, especially necessary in large print runs and projects on uncoated stock.
Over a period of six years, the success of the Shoalhaven visitor guides was not only in the increased visitor length of stay and spend, but also in the increased engagement of the local tourism operators, who largely fund the print cost of the guide through their advertising.
Over a period of six years, the success of the Shoalhaven visitor guides was not only in the increased visitor length of stay and spend, but also in the increased engagement of the local tourism operators, who largely fund the print cost of the guide through their advertising.
CLIENT:
Shoalhaven City Council
STUDIO:
Shoalhaven's tourism marketing team
TASK/DELIVERABLES:
Layout design, advertising, selection of print provider, advertising prospectus, digital campaign.
YEAR:
2021
Shoalhaven City Council
STUDIO:
Shoalhaven's tourism marketing team
TASK/DELIVERABLES:
Layout design, advertising, selection of print provider, advertising prospectus, digital campaign.
YEAR:
2021
