Premiering with guides to New York, Chicago, New Orleans and San Francisco, Punch’s City Guides were created as an ongoing series to be updated on a biannual basis. As such, when designing the package, I set out to create a fully templatized design that prioritizes ease in building new editions, and allows for flexibility in integrating ad units and sponsored content modules.

Knowing that we would be sourcing mostly existing photography from bars—as opposed to shooting original photography at each location—I used inset imagery within the design of the page to create a flexible, block-style layout, prioritizing inlines set at a common 4:5 or 1:1 aspect ratio. From there, I leaned on Punch’s secondary colorways to keep the design feeling at home within the brand’s visual identity.

Across our first four cities, I called in and edited photography from more than 24 venues, produced nine original shoots and worked with the audience development team to compile social assets, which closely followed the original design of the package. The package design, and much of the photography in the New York edition, is my own.