Tourism Toronto Guide Book

As a Graphic Designer at Tourism Toronto, I had the opportunity to lead the art direction of this guide book. Working in collaboration with the copywriter (Kat), we produced a guide that explores Toronto’s diverse neighbourhoods. These books were distributed at events in other destinations to show potential visitors a taste of what the city has to offer. 

the front and back cover of a book

I provided the art direction and Kat and I developed the content together. We themed the guide book after the “Views” marketing campaign which had been launched by the marketing team. Each introduction to a neighbourhood began with an iconic “view” and featured places to visit nearby. 

We leveraged User Generated Content (UGC) sourced through CrowdRiff for the imagery, along with some of my own photos. We concluded the guide with a playlist of Toronto artists for a full sensory experience to get people excited to visit the city.

  • a book spread with an image of a boardwalk and a birds eye view of a garden
  • a book spread with an image of two graffiti walls, one with a person standing in front of it
  • a book spread with an image of different plates of food and an image of a street with shops
  • a book spread with an image of a streetcar and a city street at night
  • a book spread with an image of the CN Tower reflected in a window and the interior of a modern building that has an older stone building facade in it
  • a book spread with an image of neon lobster and fish signs in a street-facing window and an image of different plates of dumplings
  • a book spread with an image of carving a wooden bowl and a modern building on stilts at night
  • a book spread with a playlist of toronto artists and an image of a concert
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