Every couple of years Visit Leicester produces a brochure around its tourism and city-centre growth plan, presented to stakeholders like the mayor and local councillors. Historically these documents were dry, hard to read and felt like council paperwork. The challenge was to turn a stakeholder report into a piece of literature people actually wanted to read.
Taking cues from publications like Creative Review, we gave the brochure a genuine editorial feel. Local imagery was cropped in a sophisticated way, bold condensed fonts anchored the headings, and a clear column structure made everything more readable. We also produced it as a digital PDF for email and their website, and arranged print through our strategic partners.
Feedback from Visit Leicester was fantastic, and they keep coming back to work with us on new projects in their pipeline. The brochure features regularly in our portfolio as a lovely example of typographic, editorial layout, and shows how we can turn a functional tourism document into something people are proud to hand over and happy to read.
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