Seasonal visitors guides that are designed to help visitors explore Bellevue. They are distributed for free to hotel partners in exchange for advertising their properties. The guides support local businesses and strengthen the overall Bellevue brand.
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With each new edition, the guide needed to introduce fresh content while remaining visually recognizable and aligned with the Visit Bellevue brand. The challenge was creating an editorial system flexible enough to accommodate changing stories, photography, and seasonal experiences without losing consistency from year to year.
Every design decision was guided by a consistent editorial approach, balancing inspiring storytelling with clear information to create a publication readers would enjoy exploring.
As Bellevue's brand evolved, so did the visitor guide. The creative direction transitioned from expressive graphic treatments to a more editorial aesthetic that better reflected the city's luxury hotels, acclaimed dining, and premium experiences while maintaining a strong sense of place.
As the publication evolved, the layouts became increasingly editorial. Graphic overlays were reduced, allowing photography, typography, and white space to establish a clearer hierarchy and create a more refined reading experience.
Helped guide the publication's transition toward a more refined editorial aesthetic aligned with Bellevue's luxury brand.
Developed flexible layouts and visual standards that maintained consistency across multiple editions.
Used hierarchy, typography, and immersive imagery to create a publication that inspired travel while remaining easy to navigate.