Happy Traveler
Client: Commonwealth of Pennsylvania Department of Community and Economic Development
Services: Story Development, Writing/Editing, Managing Freelancers
In Collaboration with: Kelly Ruhland, Art Director; Hailey Nicol, Graphic Designer
The Opportunity:
Weird, wacky, wonderful, wow-worthy—Pennsylvania is a state where unexpected experiences abound, and the Visit PA team sought “a visitor guide that isn’t a visitor guide.” They wanted a magazine that ventures beyond landmarks and, instead, showcases off-the-beaten-path spots.
The Approach:
We threw out the standard strategy for creating a visitor guide and asked ourselves: what else is possible? How can we make this more engaging for readers? What would evoke delight on every page? The result was a guide filled with creative storytelling ideas, unexpected topics and fun visuals.
Foodies welcome.
Pennsylvania isn’t all cheesesteaks and shoo-fly pie. From the Amish countryside to Philadelphia’s Chinatown, the state is a smorgasbord of diverse cultures. This roundup highlighted distinctive takes on a “dumpling” that visitors can savor throughout the state.
Bring the page to life.
We harnessed the high-quality sounds captured by nature recordist Lang Elliott to bring this interactive article to life. Readers will learn about PA’s commonly spotted species and then scan the QR code to hear each bird call.
Steer the Eye
Wherever possible, we sought to add engaging features, fun graphics and elements that establish hierarchy on the page, while telling the story in a way where readers feel like part of the conversation.
Seek Joy
As the birthplace of the nation, the Keystone State is the place where “life, liberty and the pursuit of happiness” comes to life. We explored the many ways people explored creativity, fun and happiness during the pandemic (as illustrated by these “keystone” caricatures) and where people can explore their newfound pastimes when they return to Pennsylvania for vacation.
Play a little.
The final page of the guide is what we call our “Last Word.” It’s where we invite readers to relax, unwind and pass the time. Through the years, we’ve featured a coloring page (the Crayola Factory is in Lehigh Valley, after all), Bingo with iconic experiences and a crossword puzzle that featured only-in-PA finds. (Hint: the answers can be found in the guide.)