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