The Objective
Crafting a visually fun, offline product experience to explore & navigate Manhattan like a local!
The Problem
The newer generation of tourists doesn't like feeling out of the loop within a place and it's culture, and integrating can seem more exhausting than we think.
Many city guides out there are very informative, however, they're also heavy to digest and carry around on travels, which sometimes makes the experience more tedious than exciting.
The Approach
Creating a guide for young, urban travellers and new arrivals to explore the city through the lens of a local, and simply help outsiders not feel like outsiders by making integration into NYC culture easier, more enjoyable and fun!
My Role
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Concept, Copywriting, Visual Research
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Dieline creation, Print, Layout & Testing
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Graphics,Traditional & digital illustration
Travellers like to experience a place's culture & local spots over just visiting popular attractions.
Travel guides often feel too bulky to travel with, & have overwhelming information.
Insights
Many guides don't have information from local perspectives, which doesn't help in building more connection with a place when travelling .
People often don't appreciate feeling like typical tourists in new places.
Process
FINDING
MANHATTAN
Graphics & Illustration / Identity/
Print & Packaging
This passion project was a conceptual twist on an offline, illustrated travel guide to redefine the way visitors navigate the BIG APPLE and explore through a playful lens and discover their way like a local!
Identity
With an idea that wanted to make the experience of using travel guides more friendly to a younger demographic, the identity had to be so much more exciting and create a visual impact with the demographic. It needed to be fun but not overly complicated with a colour palette that shows off the city's personality.
With a friendly, quirky and fun approach to the brand, I created a hand-lettered logo that represented a crafted quality, capturing the quirky personality of the city.
Logo
Illustrations
A lot of other guides can be simply boring. The illustrations that I created were used across branding collateral where the hand-drawn aesthetic was something for users to connect to and engage their inner child.
Something bright and colourful that they'd want to remember long after their trip.
Exploring the potential of a hands-on product that visually engaged and excited people, the concept developed into a welcome pack: a boxed set of illustrated guides and a map that people could carry around.
Something bright and colourful that they'd want to remember long after their trip.
The Welcome Pack
Brochures
Individual fold-out brochures provided cool local spots & attractions, food, shopping, and events.
They also open the window to Manhattan culture & lifestyle dos and don'ts.
Postcards
Keep memories alive with bright postcards that can be sent on the trip or even secretly saved away for later.
Potential Merch Collateral
