2026 Edina Destination Guide
I independently led the creative direction and execution of the 2026 Edina Destination Guide, reimagining the layout, refining the visual identity, and elevating the overall design to create a more cohesive and modern experience.
I oversaw the project from concept to completion, managing editorial direction, layout design, content development, and photoshoot coordination, while ensuring a strong and consistent brand presence throughout.
The result is a polished, visually compelling guide that reflects both the evolution of the Edina brand and a more intentional, design-forward approach to storytelling.
The Cover Shoot
For the 2026 cover, I intentionally selected 50th & France as the primary location—recognizing it as a cornerstone of the Edina community and a district navigating a challenging period due to ongoing construction. The goal was to highlight and support a key local area by bringing renewed visibility and energy through the guide’s most prominent visual moment.
I led the creative direction and execution of the shoot, shaping a concept that reflected both the vibrancy and resilience of the district while maintaining an elevated, lifestyle-driven aesthetic.
In addition to the final cover image, the shoot produced a curated library of assets used across social, digital, and promotional campaigns—extending the impact of the project and further amplifying a beloved part of the community.
Business Profile Series
Led editorial and creative development of the business profile series, expanding and evolving the concept to increase visibility and impact for featured partners.
For the 2026 guide, I restructured the layout from single-page features to full spreads, creating a more immersive and elevated presentation that allowed each business to be more prominently showcased. I also introduced an additional profile to ensure all three of Edina’s key shopping districts were represented within the guide.
The series was expanded to six themes—Shop, Taste, Savor, Refresh, Fit, and Do—broadening the range of businesses featured and strengthening the overall narrative of the community.
The result was a more intentional, design-forward feature that blended editorial storytelling with thoughtful visual design to elevate brand presence and deepen engagement.
2026 Edina Destination Guide
The 2026 Edina Destination Guide reflects a more intentional and design-forward evolution of the publication, with enhanced layout, storytelling, and overall brand cohesion.
Click the image above to explore the full guide.