An Underground Guide to Alburquerque

Albuquerque is so dense even the locals miss a lot, so business owners and the tourism office were missing crucial opportunities.

Learning from my small press, I assembled a diverse group of creatives and salespeople, who each gave the book their points of view.

With grant funding, a modest cover price, and clever social marketing, we grew it from 125 copies (printed in my living room) to 250,000.

Time Frame

2005-2012

Objective

To establish and grow a crowd-sourced guidebook that reflected the city’s unique personality

Role

Creative Director, Designer, Editor

Co-Founder

Eric Bodwell

Business Manager

Susan McAllister

Art Director

Andrew Berry

Designer

Mitch Wilcox

Illustrators

Dave Briggs, Chris McAffee, Jeremy Owen, Shawn Peters, Wenchkin

Photography

Daniel Hulsbos

Editors

Kat Cox, Peri Pakroo, Brianna Stallings

Sales

Christina Bouajila, Marya Jones, Emily Landis

Software

Acrobat, Illustrator, InDesign, Photoshop, WordPress

Skills
  • Art Direction
  • Attention to Detail
  • Creative Direction
  • Design
  • Editing
  • Leadership
  • Production
  • Relationship Building
  • Research
  • Retouching
  • Strategy
  • Writing

2009


2010

*Marty Chavez was mayor, like, forever, except for that couple years he wasn’t. He loved the shirt.

**Yes, Pac and Biggie are hot air balloons.


2011


2012