The previous trade profile lacked the eye-catching part of tourism materials that make visitors want to explore. It was, primarily, an informative document rather than a promotional item.

I updated it to include greater visual strength, brighter colors, and a better focus on the profile’s essential assets.

• The key for the attractions and restaurants was retained, but I included a second layer of association through color coding. Orange for the Arch, teal for the Courthouse, and blue for the Riverboats.

• Information about the attractions is laid out in a more thorough and organized manner. Better descriptions paired with better, bigger photos of each attraction rather than just a few.

• The map was consolidated into the most important cross section of Gateway Arch National Park, ensuring it can still be used for the attractions listed within the profile.

The trade profile had a unique set of dimensional parameters that had to be followed. It could only be a “single" page, though it could be folded several times, and it needed to have space for hole-punching to fit in a binder.

I opted to create a lip where the hole-punches would go, so that information or photos would not end up with holes.

The map that took up the majority of the previous profile’s design was also converted into a third, inner flap with a tear-away edge. The idea was that if visitors did not want to carry the entire profile with them, they could take only the essentials: the park map and their plans.