{"id":602,"date":"2018-12-13T16:02:52","date_gmt":"2018-12-13T21:02:52","guid":{"rendered":"https:\/\/blogprodproxy.wpengine.com\/?p=602"},"modified":"2025-08-25T09:11:04","modified_gmt":"2025-08-25T14:11:04","slug":"design-quest-bringing-experience-to-life-in-a-luxury-travel-booklet","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/design-quest-bringing-experience-to-life-in-a-luxury-travel-booklet","title":{"rendered":"Design QUEST: Bringing Experience to Life in a Luxury Travel Booklet"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>Amy Willis is the in-house graphic designer for Texas-based Ker &amp; Downey, a leading travel design company dedicated to crafting individually inspired global adventures. Every day she sets out to create visual experiences for the luxury tour company\u2019s bi-annual travel booklet, QUEST, that are so compelling even the most diehard armchair travelers consider packing a bag.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">Ker &amp; Downey\u2019s former editorial-style magazine, <a href=\"#taking-a-whole-new-direction\">BESPOKE, was reimagined as QUEST\u2014a refined, purpose-driven travel booklet<\/a> focused entirely on the company\u2019s curated journeys. Graphic designer Amy Willis led the shift by resizing the format, reducing frequency, switching to matte stock and aligning every page with the company\u2019s high-end, experiential ethos.<\/span><\/li> <li><span data-sheets-root=\"1\">Amy and a lean content team work collaboratively over several months to curate global narratives and visuals that make readers say, \u201cI\u2019ve got to go there.\u201d Each issue <a href=\"#the-editorial-journey\">blends compelling photography (custom and stock) with editorial content in a perfect bound, 8\u201d x 10\u201d format<\/a> that\u2019s less like a brochure and more like a collectible guidebook.<\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/12\/0025-2018-03-SP-Quest-Fall-2017.jpg\" alt=\"Two hands holding a stack of custom travel booklets with Quest and an elephant scene on the cover.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Perfect Bound Binding<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"taking-a-whole-new-direction\">Taking a Whole New Direction<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p>\u201cOriginally,\u201d Amy explained, \u201c<a href=\"\/\/kerdowney.com\" target=\"_blank\" rel=\"noopener noreferrer\">Ker &amp; Downey<\/a> offered its customers an editorial style travel magazine called BESPOKE.\u201d Like many traditional newsstand leisure mags, its glossy pages were filled with the usual interviews, travel stories and fashion and accessory spreads but had very little news about K&amp;D or the trips they offered. So the decision was made to change direction, to give it a new name, a new look and a new reason for being.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-lg\"><\/div><!--\/graybar--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/0031-2018-03-SP-Quest-Fall-2017.jpg\" alt=\"A travelog booklet laying open to ocean imagery and content with a hand pointing to a paragraph on the right.\"   \/><\/div><\/p> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/0021-2018-03-SP-Quest-Fall-2017.jpg\" alt=\"Two hands holding open a travel booklet printed with a perfect binding.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Full color on matte stock<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"the-editorial-journey\">Custom Options Boost the Editorial Journey<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>Like anything, transforming the travelog was a process. And one a premium online printer like Smartpress could help with. &#8220;We started by slimming it down \u2013 going from publishing four times a year to twice, narrowing our circulation to 1,000 from 5,000, making it more portable by downsizing from 8.5&#8243; x 11&#8243; to 8&#8243; x 10&#8221; to give it a book-like feel, trading the glossy <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">stock<\/a> for matte and focusing on trips rather than fluff,\u201d Amy said.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>Once those things were done, the real work started on the travel book. According to Amy, the new mix of editorial, coming from a multitude of global partners, not only demanded a critical eye but a deft hand. \u201cFor me, the challenge was, and always is, how to fit it all together and make it look and feel cohesive,\u201d she said.<\/p> <p>&nbsp;<\/p> <p>It&#8217;s a challenge that Smartpress&#8217; online printing services are up for. With custom booklet printing options like <a href=\"https:\/\/smartpress.com\/offering\/perfect-bound-book\">perfect bound<\/a> and <a href=\"https:\/\/smartpress.com\/offering\/saddle-stitch-booklet-printing\">saddle stitched<\/a> <a href=\"https:\/\/smartpress.com\/support\/product-resources\/how-to-choose-the-right-book-binding\">bindings<\/a>, plus <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/coated-paper-stocks-vs-uncoated-paper-stocks\">coated and uncoated stocks<\/a> and <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a>, there&#8217;s no online printing project Smartpress can&#8217;t handle.<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/treasured_past_booklet_opened.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=8bf13e79f6482887406a2d91cf63d68e\" alt=\"A woman holding a travel booklet open in front of them with an image of a woman in an ancient building in Jordan.\"   data-recalc-dims=\"1\" \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2>She\u2019s Got the Whole World in Her Hands<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>For nearly six years as Ker &amp; Downey graphic designer, Amy has been laying out spreads that beckon travelers to step inside the frame and globe-trot from one page to the next.<\/p> <p>&nbsp;<\/p> <p>\u201cI&#8217;m lucky,&#8221; she said, \u201cour team is small \u2013 me, three writers and our editor and we\u2019re used to working together. We touch base every week, even when we\u2019re five to six months out from the final proof, making sure the narrative and visual stories we\u2019re developing answer the question I always ask myself, does it make me say, &#8216;I\u2019ve got to go there?'&#8221;<br \/> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p class=\"p1\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/asia_photography_perfect_bound_booklet.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=205d016832eff687e279cca1bee9349d\" alt=\"Two hands holding open a travel booklet to information about and images of Asia.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Photography is a mix of stock and custom imagery<\/p><\/figcaption><\/figure><\/div>  <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2018\/10\/0001-2018-03-SP-Quest-Fall-2017.jpg\" alt=\"A travel booklet laying open to a forest and mountain landscape and The New Adventure Frontier.\"   \/><\/div><br \/> <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p class=\"p1\"><span class=\"s1\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>A Travel Booklet Packed With Inspiration<\/h2> <p><span class=\"s1\"> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\"><\/span><\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cWhen I first started working on\u00a0 QUEST my boss told me not to think of it as a travel brochure but as the Ker &amp; Downey travel experience in print. It\u2019s advice I haven\u2019t forgotten,\u201d Amy said. \u201cFrom that day on, I made it my goal to design pieces that inspired people to travel, to discover the unforgettable.\u201d<\/p> <p>&nbsp;<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<div id=\"metaslider-id-608\" style=\"width: 100%;\" class=\"ml-slider-3-62-0 metaslider metaslider-flex metaslider-608 ml-slider ml-slider-lightbox-1-12-0 ari-fancy-lightbox-1-3-8 ms-theme-default nav-hidden\" role=\"region\" aria-roledescription=\"Slideshow\" aria-label=\"Quest Printspiration\">\n    <div id=\"metaslider_container_608\">\n        <div id=\"metaslider_608\">\n            <ul aria-live=\"polite\" class=\"slides\">\n                <li style=\"display: none; width: 100%;\" class=\"slide-617 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-617\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0024-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=2990f8e6988329925a23ea5d0ede85ff\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0024-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=20637e3c229769c9937af8f0de8910c6\"   alt=\"Two hands holding a fanned-out stack of Quest travel books printed with elephants on the cover.\" class=\"slider-608 slide-617\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-616 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-616\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0011-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=758084959b4ecd0b5b3f18b6914fe442\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0011-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=f871a6e629c7d9877594bfac930c8c4a\"   alt=\"A stack of standing Quest travel books printed with a perfect binding and elephants on the cover.\" class=\"slider-608 slide-616\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-919 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-919\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0027-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=b0aca2e6530a51f645a1edeb2f9c37c4\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0027-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=d4a2b360e2edda6ef5566b5f4206a586\"   alt=\"Two hands holding a travel booklet open and printed with North America and various images.\" class=\"slider-608 slide-919\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-618 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-618\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0029-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=ced9fbb8deff52844251ea8dc938d54d\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0029-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=7cd8a76e38d201cad0fffe9924a71b1d\"   alt=\"Two hands holding a travel book open to images of a European city on the water and Rise &amp; Shine in black.\" class=\"slider-608 slide-618\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-622 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-622\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0030-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=6f4f63685fbdbc9cc3422deb4da489d0\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/10\/0030-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=90a78725fef1f62a40df319f2a11fd4e\"   alt=\"A travel book laying open with a hand on one side and information about Bolivia and Slovenia.\" class=\"slider-608 slide-622\" data-recalc-dims=\"1\" \/><\/a><\/li>\n                <li style=\"display: none; width: 100%;\" class=\"slide-915 ms-image \" aria-roledescription=\"slide\" aria-label=\"slide-915\"><a href=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0018-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&s=26a20c7f417d3affb1145564b44da867\" target=\"_self\" class=\"fb-link ari-fancybox\" data-fancybox-group=\"gallery\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2018\/12\/0018-2018-03-SP-Quest-Fall-2017.jpg?auto=format%2Ccompress&fit=crop&h=500&ixlib=php-3.3.0&w=500&s=783724e9a146ccb1b00614218d5f0d76\"   alt=\"The Quest travel book printed with an image of two elephants on the cover.\" class=\"slider-608 slide-915\" data-recalc-dims=\"1\" \/><\/a><\/li>\n            <\/ul>\n        <\/div>\n        \n    <\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p><em><strong>Hint: <\/strong><\/em>Ready to create your own travel booklet? Get more design inspo:<\/p>\n<ul>\n<li><a href=\"\/blog\/on-press\/how-to-choose-the-right-paper-stock-for-your-booklet\">Choosing the Right Paper Stock for Your Booklet<\/a><\/li>\n<li><a href=\"\/blog\/on-press\/perfect-binding-the-sophisticated-choice-for-custom-booklets\">Perfect Bound: Print Booklets with a Sophisticated Binding<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><!--\/block--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"QUEST magazine inspires readers to travel and discover the unforgettable. Designer Amy Willis and her small team are responsible for capturing the Ker &#038; Downey travel experience in its pages.","protected":false},"author":8,"featured_media":910,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Design QUEST: Experience Comes to Life in a Luxe Travel Booklet<\/title>\n<meta name=\"description\" content=\"Graphic designer Amy Willis creates compelling visual experiences for Ker &amp; Downey&#039;s travel booklet. One look and you&#039;ll be packing a bag.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smartpress.com\/blog\/printspiration\/design-quest-bringing-experience-to-life-in-a-luxury-travel-booklet\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Design QUEST: Experience Comes to Life in a Luxe Travel Booklet\" \/>\n<meta property=\"og:description\" content=\"Graphic designer Amy Willis creates compelling visual experiences for Ker &amp; Downey&#039;s travel booklet. 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