I was assigned to design an travel brochure targeted to a niche audience – I chose to market adventure tourism in Guatemala to a young audience who may not have time for a long backpacking trip but want some excitement on their vacation. I picked this destination because I lived there for a few years – I am familiar with the locations that would appeal to this audience, have a feel for the most stunning imagery available and have a few personal connections that I was able to reach out to for photos beyond the stock.
Guatemala offers some unique opportunities to interact with lava, so I decided to play on the 4 elements (earth, air, water, fire) – I showcased these in my chosen imagery as well as the copy, using “get into your element” as a playful double entendre. I wrote all of the copy, secured permission to use some private photography via a friend’s business, and conceived of the geometric motif of peaks which mirrors Guatemala’s dramatic landscape. I hope that this design sparks interest in the remarkable experiences that Guatemala has to offer, and that the copy makes the prospect of a trip there feel more approachable to travelers who may be intimidated by an off-the-beaten-path destination.