Cayman Activity Guide

The Cayman Island’s Top Travel Guide Receives A Modern Redesign

MAGAZINE LAYOUT DESIGN + ART DIRECTION + GRAPHIC DESIGN + ILLUSTRATION + ICON DESIGN + COPYWRITING + STRATEGY + PRINT PRODUCTION + ADVERTISING DESIGN + MAP DESIGN

Goal

The Cayman Activity Guide — a comprehensive map of everything to do, see and eat in the Cayman Islands — was a trusted resource in need of an update.

The competitor and media landscape had changed dramatically over the guide’s 20 year history, and our goal was to increase advertising revenue with a new strategy and redesign. With the magazine’s current and upcoming competitors in mind, we reconsidered every piece from a strategic perspective – advertising units, art direction, message hierarchy, content organization, and useful tools like maps and guide tips.

On the design side, Left Right Media set out to completely update the magazine’s cover, internal page layout, photography, typographical elements, and icons to add a renewed sense of energy and life to the Islands’ most popular travel guide.

Our goal was to increase advertising revenue with a new strategy and redesign for Cayman’s leading guidebook.

Strategy

Art Direction

Both the client and Left Right Media were heavily inspired by vintage travel guides and field guides. We were drawn to a focus on iconography, color and type variation with less photography. These elements would help modernize the Cayman Activity Guide and set it apart from the competition, which are largely photography based.

We reconsidered every piece from a strategic perspective.

Inspiration in the form of vintage travel guides and maps
Cayman Activity Guide mood board

Iconography

We created an icon set for each section of the guide, which adds an extra element of style and helps readers navigate the content easily. It was important that the seals and icons remain simple, flat, and monochromatic to stay in line with the vintage travel guide aesthetic of the project.

The same design principles were used to design the guide’s map. Bold lines, flat icons and modern type helped make the map immediately recognizable and understandable — giving just enough information without being overwhelming.

Bold lines, flat icons and modern type helped make the map immediately recognizable and understandable

Customized icon set
The Cayman Activity Guide Map: Before and after

Copywriting

The Guide’s copy hadn’t been updated in years, leaving it feeling uninspired, obsolete and stagnant. Left Right Media rewrote the Guide, using stronger calls-to-action and captivating headlines. Pull quotes added depth and gave the content more of a storyline. The Guide needed to not only be beautiful, but also useful. Our updated copy helps readers access important contact information, directions and guidelines much easier.

Internal spreads, including lead images and headlines

Print Production

A crucial component of this project was selecting the right paper. The guide is meant to be taken everywhere — the beach, stuffed in a bag during an excursion, or tossed onto the nightstand after a long day of adventures. It needed to be durable without being too stiff. We consulted with multiple local printers to find the most cost-effective solution for our client.

Upon relaunch, the guide’s newsstand demand was overwhelming, with tourists seeking out the guide after they had run out in just a matter of days.

Internal spread: Before and after

Result

Cayman’s New Modern Guidebook

The magazine’s 20 year legacy was honored with this modern redesign. We extracted the most impactful and useful elements from the existing content, and elevated them to a new level with thoughtful design. The book is easy and delightful to read, leading tourists through every party of their Cayman vacation. Upon relaunch, the guide’s newsstand demand was overwhelming, with tourists seeking out the guide after they had run out in just a matter of days.

The Cayman Activity Guide’s updated design and function solidifies it’s usability for years to come. Our comprehensive style guide ensures that the new brand standards are applied in every application.

We extracted the most impactful and useful elements from the existing content, and elevated them to the next level

The Cayman Activity Guide cover: Before and after
Cover Explorations
Excerpts from the Style Guide

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© Left Right Media 2015