Visit Lincoln – City Guide 2017

Art Direction • Print Production

The Brief

Lincoln is a historic city steeped in culture, and we were tasked by Visit Lincoln to refresh, reposition and completely redesign the City Guide: A comprehensive printed product outlining everything going on in Lincoln, from places to stay, to things to do, from the best restaurants to the best independent boutique shops. As an agency passionate about seeing Lincoln labelled as a creative city, we were so excited about the prospect of designing such an crucial product.

The Method

This project is a huge part of Visit Lincoln’s outreach. Not just on a local scale but on a county-wide and country-wide scale. It’s fundamental goal was to celebrate and champion the city of Lincoln to both residents and prospective visitors. So we identified some project-wide focal points to make sure we achieved that goal.


From the outset we identified that the final printed product needed to visually engage its audience. That meant crafting something that encouraged interaction, from increased breathing room throughout the design to perfectly binding the magazine itself, we crafted something that was beautifully engaging for the end user.


Visit Lincoln’s City Guide has been deployed around the UK for many years and the artistic direction has varied from issue to issue. We aimed to craft something was a notable improvement from previous issues.


The City Guide is deployed throughout the country and will be being picked up by a diverse audience. It’s this accessibility that needed to be at the forefront of our minds throughout the process. From families, to individuals we needed to craft something that appealed to a diverse demographic.

The Process

Initially we crafted diverse mood boards and then a couple of direction concepts with varying looks and feels to help us hone in on a perfect product for Visit Lincoln. Then, through a series of consultations we arrived at a really exciting and visually strong artistic direction for the City Guide.

Alongside the City Guide we also produced some supporting assets, including comprehensive guides specifically outlining events in 2017 and an accommodation directory.

The Solution

We are truly proud of what we’ve crafted for Visit Lincoln. The City Guide is deployed all over the country and we’re honoured to have been involved from such an early stage. It will be available from all Visitor Information Centres in Lincoln for free. We pride ourselves on putting relationship first with all of our projects and this was no different for Visit Lincoln’s esteemed City Guide. We believe that when we work with our clients and not for them we arrive at the best possible product.