Meet Minneapolis: Destination Transformation 2030


Meet Minneapolis, an accredited destination marketing organization, was seeking to transform a dense, lengthy word document stacked with cringe worthy word-clouds and statistical data into a compelling and digestible editorial book for their grand announcement of “Destination Transformation 2030”—a city-wide masterplan to increase tourism to 50 million annual visitors by 2030. In addition to the book, a digital presentation, executive summary and iconography system representing the eight initiative steps for tourism expansion were developed. All statistical data and research findings were further reconfigured into sophisticated graphs, charts, timelines and other visuals.

Roles: graphic designer, branding, color theory, vector art illustration (iconography, charts, graphs), imagery, layout, book design, print production

Deliverables: soft-bound masterplan book, executive summary, digital presentation, PowerPoint template, comprehensive set of brand guidelines