Mudgee Board Meeting Itinerary

(CONCEPT WORK)

A concept brief for Destination NSW. The brief was to design an itinerary for the DNSW Board as they travel to the NSW region of Mudgee to meet local producers and tourism operators including vineyards, restaurants, farmers, art galleries and local markets. The design style was completely open for interpretation and no specific brand guidelines needed to be followed.

Colour: I considered colours that might be associated with the region. Mudgee is a country town in central west NSW known for its fresh food, farming, wineries, and tree-lined streets. Therefore, a green-focused palette was appropriate as it directly related to the identity of the region.

Imagery: The itinerary included visits with local producers and operators in the region, including vineyards, farmers, hospitality venues, galleries, and more. The front cover provided the opportunity to use imagery in a creative way to highlight these areas of focus. Illustrations were additional visual tools that I used to add character and engage the audience.

Content: We had been given content for both the front and back covers, but it was useful to consider what else might have been included on this spread, given the real estate we had to work with. With this in mind, I included a map of NSW with Mudgee highlighted, to help those unfamiliar with the region situate it within the state.

Audience: We knew that this document would be seen by the DNSW Board, so it was important to focus on clarity—keeping it clean and simple while still creating something visually engaging and a positive reflection of the content and region. Since content for a board meeting could be quite dry, variation in layout helped keep the audience engaged in the material.