Time Out city guide redesign for Bath agency Mytton Williams

Bath-based brand and design agency Mytton Williams has redesigned the acclaimed Time Out city guides following a complete review by publisher Crimson to upgrade everything from their content structure to the use of typographical features and imagery.  

Multi award-winning Mytton Williams changed the front end design to make it more magazine-like and also improved navigation by introducing colour side tabs and colour-coded sections.

Typographic improvements included picking out special recommendations with heart icons and a clearer design.

The City Guides and Shortlist content and design were developed together to ensure there was consistency between the two.

The guides evolved out of Time Out’s 1972 Book of London. Since then the number of cities covered has grown steadily to cover most top destinations.

Crimson Publishing acquired the publishing rights last year and set about reviewing the content and design, without losing the essence of the Time Out brand.

Crimson managing director Andy Riddle said: “We are delighted with Mytton Williams’ re-design. They succeeded in improving visual presentation of material and navigation of the guide for the reader, with a fresh look and feel that helped to showcase the content through effective use of space, typography and design features.

“They succeeded in maintaining clear links with previous incarnations of the products whilst also developing the style in line with Time Out’s brand direction and Crimson’s vision for the future of the books.

“This was all achieved thanks to Mytton Williams forming a detailed understanding of the brief, combined with a willingness to work in close co-operation with our in-house team whilst applying their design expertise.”

Mytton Williams, which this year celebrates its 21st anniversary, previously worked with Mr Riddle when he was managing director of Bath-based travel guide publisher Footprint Handbooks. Mytton Williams has worked with Footprint since 1995.

Mytton Williams ‎partner and creative director Bob Mytton said: “Time Out is an internationally renowned brand, synonymous with entertainment and events and giving its readers the most authoritative guide to what’s happening in their city.

“This redesign helped make the guides more user-friendly and visitor-focused with more emphasis on the high-quality writing and content. It brought them in line with recent brand developments and helped bring through the values and informed, irreverent tone of voice.”

 

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