The catalogues published annually by Butterfield & Robinson are designed to reinforce B&R’s position as the world leader in biking and walking vacations for a sophisticated, upscale North American clientele. A key element in the design solution was the creation of a trip page that is in effect B&R’s sole showroom and must convey all the practical data, as well as the emotional/aesthetic allure that a client needs in order to make a very high-ticket purchase. At the same time, B&R’s catalogue is eagerly anticipated by loyal travelers (repeat business accounts for a large share of annual revenue), who view it as a reflection of their own refined tastes and cultural awareness. Each new catalogue, therefore, must look great, offering a distinctive visual approach that inclines recipients to keep it on their coffee tables.