This year we have introduced a new creative process (now called the creative evolution) to help our clients realize their own unique tone, voice and distinguished look. This creative evolution involves a series of Q&A worsheets we provide our bureau partners that includes creative and marketing questions. The purpose? For the Weaver Market teams to hear from the horses mouth what they think sells their destination, what they believe their branding is, and for the designer and editor to have a clear roadmap for the entire year regarding what initiatives and objectives they want to push within our guides, what obstacles these cities need to overcome and what we can do as industry partners to help achieve their vision and goals.
Based on information we recieve from our Q&A, we are now putting together "mood boards", which visually tells the story of how we want our guides to feel and emotionally inspire. This is a chance for the designers to translate all of the CVB's provided information into our interpretation of their visual story.
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