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Year in Review

BRANDING // PUBLICATION

Presented by Visit California, Year in Review serves as an illustrious annual report, providing a comprehensive showcase of their achievements throughout the preceding year. This publication represents a pinnacle moment, enabling them to foster connections with their vast membership base, as it reaches the mailboxes of over 18,000 businesses across California.

Painting a New Picture

The main challenge for this publication was to visually represent everything Visit California achieved. This year, the client wanted to show that businesses were excited to get back to normal but also mindful of the difficulties some were still facing.

We developed the theme "Destination Ready." Using an unfinished painting style to express this idea, the art symbolizes a bright future while acknowledging that things aren't entirely back to how they were before. The unfinished edges remind us that we don't know exactly what the future holds, just like we don't know how the painting will turn out in the end.

Mini Snapshots

In addition to the main publication, seven additional mini versions were developed for each sector of tourism. These individual versions allowed for more focused messaging — highlighting the best parts that pertained to each industry.

Expanding the system to accommodate eight total versions tested the flexibility of the design system. Through the use of tonal color palettes and diverse patterns, each version kept their individuality while fitting into the greater family.