New campaign visual and point of sale concept
The new Baedeker Smart is a compact version of the already existing travel guide. It is ideal for a short city trip. The idea behind this new format is to save the reader time by shortening the text and compacting the necessary information. The split design reflects the most fundamental information needed for a short city trip, informing the reader where to get the best coffee, which sights to see and which transit to take to save time.
The Baedeker books are one of the most popular travel guides in Europe.
Redesigning the brand identity with a new conception and campaign to reflect the company´s newer and more modern look.
Advertising and promoting of the new Baedeker Smart travel guide in retail stores.
Conception, design, composing