- Heritage Island represents 90 visitor attractions and heritage towns throughout Ireland. Studio Richards were engaged to develop the design of their consumer guide: A publication whose purpose is to build trust with the consumer as an authoritative and reliable guide to Ireland’s national attractions.
- In order to give the publication credibility it was suggested by Studio Richards that it should, when completed, resemble the more established travel guides. Changes in the design included the incorporation of a short introduction to each area, providing location descriptions and recommendations for tours along with the use of simplified icons to categorise attractions. Changes to the binding techniques also helped to give it more weight.
- The new design was inspired by the older, more traditional style of touring guide. A5 in size and using uncoated paper to give it a premium feel, a hero image of a map, surrounded by mementos, notes and keepsakes from the many visitor attractions within the guide, was created for the cover. This approach reinforced the idea of touring and made the cover more interesting and Ireland related.
- The internal content was redesigned to be colour coded with a new layout and friendly icons to help tourers decide on location and activity. The redesigned layout reduced the number of pages, so helping to reduce costs, while the typographic layout provided a structured style, in keeping with a more traditional guide.
