Creating a brand and converting it into a number 1 bestseller​​​​​​​
The first edition of The Ultimate Travelist quickly became an Amazon number 1 bestseller, selling more than a million copies worldwide. The idea was to create a brand within a brand – to make The Ultimate Travelist an iconic, beautiful and revered guide to the top 500 greatest destinations across the globe. It was key for me to develop vigorous brand style guidelines and a logo that would be long-lasting and instantly recognisable. 
The amazing success of the first edition and the strength of the brand has led to other titles in the ‘list’ family, including Ultimate United Kingdom Travelist, Ultimate Eatlist and Ultimate Travelist Colouring Book.
In the five years since the first edition of Ultimate Travelist published, travel tastes and trends have moved on. The second edition in 2020 will be present a fresh list of destinations, including more than 200 new entries. I was tasked with refreshing my original design, both the cover and internals, whilst maintaining and building upon the brand identity.
Client: Lonely Planet
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