CONCEPT: Create a sense of reality through the use of "imperfectly perfect" photos reminiscent of real vacation photos that a real person may take. A photoshoot was conducted along the picturesque Beaver Islands on the Mississippi — in October in Minnesota, no less. Candid photography helps prospective visitors place themselves in the moment of a real vacation and breaks up the guide among the sea of cliche, posed and stock-like photos on visitor guides around the country.
DESIGN: The selected photo provides a sense of place as well as exposes the full potential of a vacation in St. Cloud. Furthermore, the remaining design choices and photo manipulation complement the overall aesthetic of spontaneity and candidness. Playful typography and placement further support the idea of spontaneity, as well. In addition, copy reiterates the potential of river activities in the St. Cloud area as well as the concept of a full experience.
Photography by Paul Middlestaedt.
