Role: Product Designer / Editorial Designer / Art Director
Team: Agency Director (Project Stakeholder), Marketing Strategist, Sales Lead, Sales Rep, Editorial Contributors (x5)
Duration: 1 year
Agency: Strategic Holdings
Project Summary: I led the end-to-end design of a 70+ page resource guide for expatriates in the Yucatán Peninsula, combining editorial design, branding, and marketing. The first edition (5,000 copies) supported cultural integration, boosted the growth of small local businesses, and helped newcomers feel more confident navigating local life.
The Guide to Living in Yucatán: Samples of the printed guide, table of contents, and key spreads.
“Our goal is to strengthen the Yucatán business community by connecting it with both national partners and the growing community of foreigners who visit — many of whom have chosen to make the Peninsula their new home.” - Strategic Holdings Director
Connecting Expats to Local Culture Through Design
Strategic Holdings, a Yucatecan marketing agency, aimed to address the growing needs of expatriates relocating to the Yucatán Peninsula. Many had moved from the U.S., Canada, or Europe and were seeking practical guidance to navigate everyday life with confidence and cultural awareness.
To meet this need, the agency proposed a magazine-style guide featuring essential resources across healthcare, immigration, real estate, local services, and cultural orientation. The project would be partially funded by local businesses interested in reaching this audience in a more meaningful and culturally respectful way.
Validating Needs Through Community Discovery
To validate the concept, we launched qualitative research and held a discovery workshop with five members of the expat community. We explored their relocation journeys, challenges integrating into local communities, and expectations from a printed resource.
After synthesizing the insights and cross-referencing government relocation data, we defined three user personas and prioritized the one representing the largest segment. A team workshop followed, where we created an empathy map and reframed the project around three key user problems to solve:
1. Newly arrived expats need a way to feel socially and culturally connected because many struggle to integrate into tight-knit local communities.
2. They need support accessing practical and trustworthy resources because navigating healthcare, housing, and public systems is unfamiliar and often overwhelming.
3. They need guidance that helps them gain economic footing because starting fresh in a new country comes with financial risks and uncertainty.
One early challenge was balancing expats’ expectations for convenience with the community’s desire to protect cultural integrity. This led us to reframe the content strategy around shared values rather than quick tips.
We also identified a cultural tension from the local perspective. The deep Mayan roots of the Yucatecan community are a source of pride and identity, which can make integration feel more complex for outsiders. This was a critical consideration that we needed to approach with care and respect in our content, tone, and design.
Cover of the first guide edition
Cover of the second guide edition
Designing an Inclusive, Resource-rich Experience
| Experience and Visual Design |
We approached the guide as a hybrid between a travel magazine and a trusted local resource. From cover to page flow, every design decision reflected accessibility, cultural warmth, and editorial usability.
I designed the entire visual identity and system, including layout grids, font styles, image treatments, and print finishes. I also personally photographed and edited key visuals for the content.
| Information Architecture & Content Strategy |
Based on the research, I developed an editorial information architecture that grouped content into themes like relocation logistics, communication tools, financial adaptation, and cultural immersion.
I collaborated closely with writers to ensure content aligned with our tone of voice, user needs, and format constraints, balancing content relevance and clarity across channels.
Page spread with guide directory, copyright page, and table of contents
Page spread with a Home Care - Real Estate - Vacation Rentals article
| Branding & Cultural Relevance |
The brand identity needed to strike a delicate balance, honoring Yucatecan roots while being approachable for international readers.
I created a logo that visually connected local architecture with editorial elegance. The color palette was bright, warm, and joyful. Inspired by local materials, patterns, and neighborhood markets.
Logo design for the editorial experience
Division page with thematic visual spread
| Collaborating Across Teams |
I coordinated with marketing and sales to develop advertiser packages and managed ad layouts for 50+ local and national sponsors. These ads had to feel visually integrated without breaking editorial consistency.
Trifold brochure created for the sales toolkit
Example of a sponsor's ad
From Prototype to Press: Testing the Final Product
After testing several prototypes, I managed the entire print production process, from high-fidelity proofs to coordinating with vendors. We produced multiple test prints to ensure color calibration, binding durability, and finish quality.
Our original discovery participants were invited back to review the final mockups and provide feedback. We made the final adjustments based on their input before approving the print run.
Due to tight printing timelines, we prioritized essential content layouts and re-scoped some advanced interactive ideas into future digital formats.
| Distribution Strategy |
The guide was printed in a first run of 5,000 copies and distributed to over 50 locations across Mérida, Izamal, and coastal communities. Each site received 50–100 copies, ensuring effective targeting and findability.
Project Results: Reach, Impact, and Business Value
| Impact |
• Simplified the transition for expats with a single, trustworthy printed guide
• Strengthened cultural exchange between locals and foreigners
• Created new advertising opportunities for 20+ small businesses
• Inspired discussion about future editions and digital opportunities
| Deliverables |
• Complete editorial system (grid, layout, tone, and visual rules)
• Full guide design: 70+ pages of content and sponsor ads
• Brand identity and supporting marketing collateral
• Print-ready production files and distribution strategy
Photo setup showing the experience and distribution point where users can enjoy and find the guide (Image created with AI)
Reflections & Next Steps
Looking back, one of the key lessons was learning how to balance multiple cultural perspectives while working under local government and agency constraints. It helped shape how I now approach inclusive, community-first design with limited resources.
Other lessons that emerged and could shape future editions of the guide were:
A) Last-minute ad submissions disrupted the layout process and made delivery timelines harder to meet, which highlighted the need for a reliable tracking tool to monitor advertising progress.
B) We also recognized that advertisers would require more than placement alone. A simple ROI report could demonstrate the benefits of participation and support renewals or first-time commitments in subsequent editions.
C) Feedback from distribution partners revealed that visibility was just as important as content. In larger venues, the guide often blended into the surroundings when placed on coffee tables, which suggested the need for more prominent displays to ensure it reached readers effectively.
D) Finally, the project sparked broader conversations about scalability. A digital version could complement the print guide, expanding reach, reducing production timelines, and opening new possibilities for engagement.
