Travel and Leisure Destination of the Year
Client: Travel and Leisure
Art Director: Charley Stone
Contributers: Zachary Angeline
Travel and Leisure, a travel publication, chooses a destination each year to highlight. For 2023, the Destination was the United Kingdom. The editorial team wanted to show off the entire country rather than just the large cities such as London. The goal was to create a treatment to overlay photography in order to create a uniformity across all digital assets. I designed and art directed the digital assets usage, using each regions botanical symbols. For example, Northern Ireland is represented by a shamrock, and Scotland is represented using thistle. This treatment was applied to all digital channels, including social media, and the digital issue.
Art Director: Charley Stone
Contributers: Zachary Angeline
Travel and Leisure, a travel publication, chooses a destination each year to highlight. For 2023, the Destination was the United Kingdom. The editorial team wanted to show off the entire country rather than just the large cities such as London. The goal was to create a treatment to overlay photography in order to create a uniformity across all digital assets. I designed and art directed the digital assets usage, using each regions botanical symbols. For example, Northern Ireland is represented by a shamrock, and Scotland is represented using thistle. This treatment was applied to all digital channels, including social media, and the digital issue.
Process
In the initial stages of this project, we considered several different traditional sources of inspiration: Public House Signage, Wrought Iron, Mod and Punk imagery, as well as symbols for each region. Eventually, we
landed on traditional symbols for each region.
landed on traditional symbols for each region.
Direction Number 1
Based off of the colors from the Union Jack, while also modernizing with a gradient.
Direction Number 2
This direction includes the traditional symbols for each region with the United Kingdom.
Final Direction
Combination of traditional imagery and modernization of the Union Jack
