Editorial design

The Brief

There’s something very satisfying about working on a project that you frequently see out and about in the world — NewcastleGateshead Initiative’s pocket guide is that kind of project. So we were delighted to be asked to design a number of editions for this high-profile client.

The Process

Content Design & Structure

We’ve partnered with NGI for a number of years, producing various projects and now multiple editions of their pocket guide — a comprehensive listings publication showcasing the events, attractions and cultural offerings across Newcastle, Gateshead and the surrounding areas. In addition to the core guide, we’ve developed a number of spin-off publications, including family-specific editions and guides focused on rural tourism.

The challenge lies in the sheer volume of content. These guides are very information-heavy, and our task has always been to transform that into something engaging, accessible and easy to navigate. We approached this by developing a clear visual system and layout framework that allows the content to breathe — structured enough to manage complexity, but flexible enough to accommodate seasonal updates, changing partners and new offerings.

Visual Identity System

Rather than treat each guide as a complete one-off, we created a robust visual identity system that could be adapted and reused consistently across editions and spin-offs. This included typographic styles, colour palettes, iconography and a layout grid that worked effectively across print formats. The result is a suite of materials that feel coherent, practical and instantly recognisable to returning visitors, without being repetitive.

Production & Delivery

With a print run in the high hundreds of thousands, production accuracy was essential. We worked closely with NGI and their print suppliers to ensure there were no grey areas in terms of colour breakdowns, pagination, binding and paper stock. Being trusted with a publication of this scale and visibility isn't something we take lightly.

The Outcome

The NGI pocket guide has become a regional staple – reliable, informative and visually engaging. It’s a great example of how content-heavy documents don’t have to feel overwhelming. Instead, they can be welcoming, useful and fun.

We’re proud to have helped shape something so widely used, and which genuinely supports local culture, tourism and economic growth.