The catalogue is the main vehicle by which B & R sells its upscale biking and walking trips. Clients expect a visually striking, elegantly produced, well written and organized brochure reflecting B & R’s reputation for quality and attention to detail. An arresting cover photo of a farmer, replaces the more predictable biker or walker. Inside, a series of trip pages, hierarchically complex yet accessible, are counter pointed by theme photographs —an art-directed “spine” to unify a hodge-podge of stock and in-house photography. A gallery of whimsical illustrations gives added unity to the book.