2009 is finally the year we start collaborating on Philadelphia's core publication program, so we kicked off our research in April, going through our creative evolution with the PCVB and getting their buy off on our new direction.
Lisa (the lead editor on the account) and I felt strongly that we needed to hip up their guides and give them something that represented Philadelphia as the cosmopolitan, up-and-coming, urban city that it is and to stress that there is more here than just historical attractions. Our overall message for this guide that is driving both the editorial and design: "Philadelphia is a diverse big city with a small-town feel. It's a fusion of old and new, trendy and traditional, historic and modern, urban and neighborhood."
Also knowing the design esthetic of the PCVB, that is, they like their designs BUSY and they like to showcase A LOT of photography (guessing that they prefer this type of design because it appears there is a lot to see and do in their city if there is just plain more on a page), I set out to create something that still had plenty of drama and WOW and a design that could showcase a lot of options and information, while hopefully still maintaining the clutter.
After presenting these comps to the PCVB, Becky Carity summed up their response in one sentence: "They're in LOVE!"
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