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Luxesage | Travel Publisher
As creative and content director of travel publisher Luxesage, I set an editorial strategy, narrative tone and visual guidelines for the custom-publishing studio and all its books, from concept to distribution.
branding • creative direction • strategy
Focused on travel, food and hospitality, Luxesage partners with inspiring brands to produce beautiful coffee table books with substance.
Distributed amongst a network of like-minded partners or offered as a special gift, the titles connect top-notch brands with a savvy audience.
Over the last few decades, travel became commonplace, and as a consequence, some of its magic has been lost.
In opposition to this sense of disenchantment, I shaped the brand's identity to celebrate the art of travel and, just as important, the art of the stay. A trigger to the senses, the brand's visual directives and narratives offer a glimpse into a world gripped by wanderlust.
Focused on simplicity and clarity, I designed the brand identity to be an easy fit with the publisher's different titles – a sort of umbrella brand which comes alive in conjunction with each book's individuality.
On a playful note, the capital L metamorphoses into a book-end when applied solo in an upright position or, when flipped 90 degrees and used in repetition, turns into a flock of birds soaring up into the sky.
I shaped all written content, conveying a poetic feel within a modern narrative.
Capitalising on strong titles and a stanza-like text structure, each word is meant to enrich, and never to fill or overload pages.
Through negative space and the symbolic value of typography, I defined visual guidelines by exploring the symbiotic relationship between text, photography and illustration. Soothing tones invite the reader to unwind and dive into the pages.
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