Overview
Tourism plays a crucial role within the Indonesian economy. In 2024, Indonesia's international tourism revenue reached $3.53 billion. In an effort to increase visitor numbers to the destination, the National Tourist Board of Indonesia wishes to revamp its British marketing campaign. A central element of this campaign is a printed tourist brochure.
Objective
Design a tourist brochure that positions Indonesia as a dynamic and attractive destination for British travelers. The brochure should differentiate itself from typical travel materials through a refined, modernist design approach.
A 3 column grid system adds structure to text across the document. Images are placed with more freedom to break up the grid. Negative space has been utilised to place emphasis on images and guide the eye along the spread.
With the exception of the cover page, a single typeface has been used across the document. Inknut Antiqua was chosen for its unique serifs which evoke strokes found on indigenous Indonesian scripts. Helvetica stands in sharp contrast to this, addressing the functional requirements of the document as a travel guide.
Illustrative elements bring visual interest to the document and serve to bridge the gap between image and text. The halftone effect relates to the dotted trail, evoking images of discovery and adventure.
