Back-Roads Touring

Art Direction
Brand Identity
Print Design

To compliment their 25+ year track record of providing memorable experiences, small coach touring company, Back-Roads, required a complete visual overhaul to freshen up its appeal in the marketplace. The project would see a series of strategic design updates roll out over the course of 2016 with the visual rebrand complete and ready for their 2017 season.

(Image: Back-Roads Touring assets before I redesigned them!)

The Brand Mark

The first stage was to redesign the logo. The new mark would sport an enhanced character from its predecessor with the ‘Est.1990’ bridging the gap between the new and the old. The Serif typeface was updated to a newer, cleaner face coupled with the newly centred alignment.

The Brochure

The Back-Roads Touring Brochure is their main sales asset. It would be printed in four different currencies for four different markets but embody the same content. The new brochure would feature new original photography that I art directed. It was also important to create a good editorial balance of beautiful imagery and copy layout to give way for an easy reading experience.

Print Advertising

Back-Road Touring’s print advertisements were also in need of a redesign in line with new brand design. The layout has been refreshed with the new type and visual order where the brand’s tours and USPs take to the main stage.

Redesign the Back-Roads Touring brochure to reflect a premium product offering.
Introduce a new visual identity that brings the brand into the modern era with elements of the classic logo.
Increase tour enquiries Y-o-Y with the introduction of the new brochure.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.