The state of Utah needed a new travel guide that was actually useful. Not a dictionary, not a "something for everyone" encyclopedia. It needed a publication that contained curated travel experiences, highlighted the best of the best and featured inspirational writing that didn't feel like marketing speak. Something worthy of a permanent place on the coffee table.
My tiny team — me, designer and art director; Andrew Gillman, writer and content manager; Matthew Morgan, image sourcing and editing — rebooted the publication from the ground up. While being mindful of statewide coverage, we worked with reputable writers like Mary Brown Malouf (Editor of Salt Lake Magazine at the time) to make highly curated recommendations. We pulled top-rated experiences from TripAdvisor. We created itineraries and new maps.
The guide was so successful that we were honored to win the U.S. Travel Association ESTO Award for the best state travel guide in the nation in 2016.