Designed to support Charlotte’s newly-launch destination brand, “Charlotte’s got a lot,” Pace’s Charlotte Visitors Guide brings to life each part of the “Charlotte’s got a lot” message and encourages visitors to explore, splurge, relax and indulge in all that Charlotte has to offer.

With the goals of elevating Charlotte’s brand image and encouraging visits, Pace’s design approach had to be elegant yet welcoming. Hand-drawn lettering on the cover was used to create a sense of sophistication and authenticity. Striking jewel tones from Charlotte’s color palette designate each section of the book, and intimate photography is used to inspire exploration.

In both its structure and contents, the guide is a well-executed extension of the new “Charlotte's got a lot” campaign, seamlessly integrating the city’s brand objectives with an informational, easy-to-use guide.