ABOUT

An award-winning tour operator, Simpson Travel offers luxury holidays in beautiful locations, complemented by a unique collection of boutique hotels in Greece, Italy, Turkey and Mallorca: "We believe your time away should be unforgettable: a destination that captures the heart as much as it inspires the mind; high-quality accommodation offering comfort and an abundance of style and, above all, friendly, professional service that never loses sight of you, our guest."

Simpson Travel's Hotel Collection has been steadily growing over the past few years, and so in early 2018, the luxury travel brand decided it was time to present their collection of boutique hotels in a new, premium way. The previous year, the Hotels Collection had been presented in an A5 16-page uncoated booklet, however it was decided that this format no longer supported the direction the Collection's brand was heading in.

The new brief for the Hotel's Collection brochure, was to showcase each hotel's unique character and exclusivity, using larger images, guest testimonials and copy that gave a snapshot into the personality and experience behind each hotel. However, each spread needed to be equal, so that there was no bias towards one hotel over another throughout the brochure.

To achieve this, I used a flexible five column grid across each spread, simply alternating between the positioning of the name of the hotel, the testimonial and the main feature image, to keep consistency across the spreads, whilst still highlighting the difference between each hotel. The copy writer for the brochure, wanted to create a one-line USP for each spread, to introduce each hotel separately, in a way that would be clear for readers to grasp, even if they were just browsing through the brochure. To do so, I kept the one-liner and the main body copy of each hotel separate, using a key image between them as a way for readers to glance through the information quickly if necessary.