Brief
Headwater is a bespoke holiday company specialising in walking and cycling trips across the UK, Europe, the Mediterranean and Bermuda. For their 2019–2020 brochure, the brief was to elevate a 200+ page printed publication into a premium, editorial style piece whilst ensuring the complex information remained clear and easy to navigate for customers.

Concept
Working as part of a team at NuFu (Engine Group), we won a competitive pitch for this project against two other agencies. Collaborating with creative copywriter Gavin Lucas, we developed our creative direction around the proposition “get closer” capturing a more intimate and immersive view of each destination.

Approach
I led the art direction and design of the brochure, reworking it into a more contemporary editorial format. Photography played a key role, with a focus on close up, detail led imagery that highlighted local food, environments and experiences in line with the concept. Given the scale and density of the content, careful attention was paid to layout and hierarchy. I designed a flexible system for trip pages that balanced clarity with visual appeal, ensuring information remained accessible without compromising the premium feel.

Outcome
A cohesive, modern brochure that elevates the brand’s offering while supporting a large volume of content, creating a more engaging and considered experience for the reader.