Three times a year, Go Ahead Tours puts out a catalog depicting all of their tours. Originally, the goal of the piece was to show the breadth of the tours. In 2015, there was an initiative to infuse more editorial content into the catalog featuring spotlights on the brand, the travelers, and the staff.
During my time at Go Ahead Tours, I worked with the copywriting team to concept, propose, and execute this new format. I had the opportunity to lead the visual evolution of the catalog, improving both the editorial content and the tour pages. We revisited the layout of the tour pages with the goal of making the content more scannable, digestible and enticing to travelers. These updates required a complete redesign of the layout and a rewriting of roughly 150 itineraries — an overhaul they desperately needed. The first redesigned issue was released in May 2015, and was followed by the September issue featuring further improvements.
The September issue introduced new spreads full of editorial content for each region that our tours visit. I worked with the copy team to curate the features, from insider tips to traveler quotes. Each regional editorial spread has a corresponding blog page with additional content for the reader to dive into. We wanted to create an immersive experience for our travelers beyond just showcasing our tours, allowing them to learn more about the regions we visit, the experience on a Go Ahead tour, and to connect with other travelers on social.
Art direction and design by Jenna Carando. Copy by Jessie Rogers, Courtney Taddonio, Laura Barber, and Jamie Gallerani. Creative Direction by Bryant Ross. Created while working as a part of the Brand Team at Go Ahead Tours.
September 2015 Catalog
May 2015 Catalog