2025 Edina Destination Guide
I led the development and execution of the 2025 Edina Destination Guide, managing content coordination, layout structure, and overall production from concept to completion.
This included organizing editorial content, coordinating photoshoots, collaborating with local businesses, and ensuring a cohesive brand presence throughout the publication.
The project required balancing multiple moving pieces across content, design, and production timelines—resulting in a polished and engaging final product that laid the foundation for future editions.
The Cover Shoot
Contributed to the creative direction and execution of the magazine’s cover shoot, coordinating across multiple locations including Galleria Edina and The Westin Edina Galleria. The shoot was designed to reflect the elevated, lifestyle-driven identity of the Edina brand.
Beyond the final cover image, the shoot produced a versatile library of visual assets used across social, digital, and promotional campaigns—maximizing the value and reach of the content.
Business Profile Series
Led editorial and creative development of our business profile series, including business selection, interviews, and photoshoot coordination.
Structured around five themes—Shop, Taste, Refresh, Fit, and Do—the series was designed to showcase the range and personality of Edina’s local businesses.
The result was a cohesive, story-driven feature that blended editorial content and visual design to elevate brand perception and drive community engagement.
2025 Edina Destination Guide
The 2025 Edina Destination Guide marked a key milestone in my experience managing large-scale marketing projects, requiring months of coordination across content, layout, and production. The project laid the foundation for continued creative and strategic development in future editions.
Click the image above to explore the full guide.