Luxury hotel directory: 300+ pages, 800 listings, 8 versions? Piece o' cake.

American Express Travel’s high profile showpiece of the Fine Hotels & Resorts program was an honor to build its evolution from an 80-page shirtpocket pamphlet to a jewel in the crown with 600+ featured partners, $100K+ ad revenue and global distribution. At one time, it was the 2nd largest (heaviest) postal delivery in the nation.

For this annual project, my responsibilities included:

• Directed design of all elements into a cohesively branded print directory. This included structured, adaptive template which included various ad types and sizes, internal Card product benefits, regional and city maps and other utilitarian info.

• Produced 8 versions of this 300+ page global directory while internal team managed 1,500+ partners’ creative assets. Our small agency also tracked status and approvals via online partner portal.

• Managed studio team of four talented women to swiftly execute this showpiece: InDesign automation software, print and digital assets, image curation, approvals and proofing with rolling schedules, releasing to printer.