Butterfield & Robinson’s annual catalogues are designed to reinforce the company’s position as the world leader in biking and walking vacations for a sophisticated, upscale North American clientele. For 1998, we sought to take the best of our previous work in a new direction — most notably in the introductory gallery of full-page photographs with interplaying type. Also new was the continuous strip of photo images that complements each trip-sell spread, emphasizing that these are biking trips. Finally, we commissioned an illustrated cover that sets the tone — fun, urbane, culturally sophisticated — for readers who see the catalogue as a reflection of their own tastes.