Editorial Design

Hail was engaged by Tourism Victoria to develop a new visual language for their brochures.

Tourism Victoria is the peak marketing body for the tourism across the State of Victoria, encompassing eleven individual regions.

Our brief was to create a visually identifiable suite of collateral for official Tourism Victoria collateral, while providing a framework for each of the regions to express their own unique voice.

Our methodical approach was intensive and involved several steps, including:

• Gathering information (auditing a suite of publications from different regions across the State),
• Identifying visual themes and consistent forms of information
• Establishing a strong baseplate for regional designers and other third parties to work from. This included establish typographic and photographic styles, grids, colour usage, tone and a range of brand assets.

Our creative approach was to develop a suite of publications that consciously stepped away from a corporate feeling publication and more like an editorial or magazine feel. Focusing on a warmer and emotive use of photography to help tell the story of each region.