I joined the Backroads travel company as a Contract Print Designer when they were exponentially growing and had many efforts to change the business to attract more younger generation of active travellers. I helped with the establishing new brand guidelines that were delivered by a design agency in San Francisco.
My main responsibility was to collaborate with senior designer, and production team to translate design and produce new materials according to the new established guidelines. This is always an interesting time for brands to go through, given the shift/pivot can be settle or dramatic. In this case, it was much more modernized and elegant. But we still had to appeal our old clients as well as attract more millennials.