The Goal: To design a premium, physical guidebook for Louisville’s famous Urban Bourbon Trail to be sold at city visitor centers.

The Insight: A guide about bourbon culture shouldn't feel like a standard tourism brochure. It needs to look and feel as rich, crafted, and premium as the heritage it’s celebrating.

The Message: Editorial design that shifted a brand. The tactile layout, typography, and aesthetic of this book so thoroughly impressed the client that it didn't just become a retail product—aspects of its look and feel were officially integrated into Louisville Tourism’s permanent identity system.