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Case Study

The Client

APA Insight Pocket Guides

Insight Pocket Guides pioneered a new approach to guidebooks, introducing the concept of authors as "local hosts" who provide readers with personal recommendations for places to see and things to do, just as they would give honest advice to a friend who came to stay. Itineraries are carefully chosen and timed, including full- and half-day options and excursions to cater for all tastes. And to make things really easy, itineraries are cross-referenced to a large fold-out map that folds neatly into the book. The graphic photography brings the destination to life. The concept found its market in the 1980s and by the early 1990s Insight Guides to more than 100 destinations all over the world were available in 10 languages. To meet the demand for the books and to maintain standards of production quality, Hoefer set up his own printing plant in Singapore, which had by then become his base.

The Challenge

To bring Mr Hoeffer’s concept into a reality but producing a book that also captured everything it promised. Working with Mr Hoeffer’s Insight Guides international team, we did about 40 out of the 100 titles offered.

Datum Branding’s Solution

With such a strong concept and its trendsetting attributes, DB set off to capture the essence of these unique concept of guidebooks with a strong brief from the editors. Being part of a talented team of international writers, editors and photographers meant assembling all the components into the desired end product. One of the chief tasks was to scour over thousands of beautiful photos to choose the best one that will say everything in that one picture. This meant immersing emotionally, physically as well as psychologically into the role of traveller and seeing these countries as a traveller would. The layouts were peppered with graphics that one who used it as a research book would do with highlights and blue pencil markings as conceptualised by German graphic artist, V. Baal.