Edina Destination Guide

The Edina Destination Guide is a flagship marketing piece designed to position Edina as a premier destination for shopping, dining, and experiences. Created to inspire visitors and locals alike, the guide highlights the city’s unique blend of upscale retail, culinary destinations, recreation, and cultural attractions.

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I led the development and execution of the guide from concept to completion, overseeing editorial direction, visual design, and overall production. The project required balancing creative direction with strategic decision-making to deliver a cohesive, engaging, and visually compelling final product.

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Explore the individual issues below to see how the guide evolved through expanded storytelling, refined design, and a more intentional approach to layout and brand experience.