Shore Excursion Brochure Redesign

Another one of my key responsibilities at Cruise and Maritime Voyages was to take the lead on the shore excursion brochures.

 

I joined the company toward the end of the 2015 season, and the design template for the shore excursion brochures had already established for several seasons. As the season drew to a close, I designed a few concepts for the 2016 season, as I felt that the brochures that we were currently sending out didn’t quite sit well within the rest of our brand identity.

 

After pitching to the Head of Marketing, as well as the Head of the Shore Excursion team, a design was chosen that took elements from the original previous templates, and brought them up to date, and in line with the brand identity we had established.

 

The first main change that I made was to use full bleed images on the cover (image 1). I did this for 2 reasons. Firstly, I wanted the brochures to immediately communicate what the key selling point for each cruise was. The second reason, was to take the front covers from feeling formal and dated (image 4), and make them feel of modern and more aspirational.

 

In the previous brochures, the start of each port was identified with bold red text, with a lead image that was indistinguishable from a ‘support image’ (image 5)

 

By using full beed images at the start of each port, I felt it became clear to the end user where each port started, and also allowed us to use images that didn’t relate to a specific shore excursion, but instead gave the end user a feel as to what each port was about. (image 2-3)