Pop Chart Lab and Land Rover Explore
There’s a whole world to explore.
Experience is on the other side of our front doors, and nature is practically begging us to return and see what’s out there. Land Rover is encouraging their community to find wonder outside with their booklet “Unparalleled Journeys,” that not only shows off the beauty of their cars, but also gives the informational resources to engage exploration. As each page in their booklet is turned there’s material on one of their vehicles paired with a fold out map that features a planned day trip that anyone can take. Pop Chart Lab was on hand to create the maps for the booklet that are typographically accurate and to scale, making them not only beautiful but supremely functional. “When we first started working on it, these were going to be more stylized maps,” Ben Gibson, co-Founder and Creative Director at Pop Chart Lab, explains. “And then as we got into it, since they are supposed to be functional road maps that have a kind of grid and muscle to them, the concept developed to where it seemed like geographically accurate maps were more to the point.” Pop Chart Lab and Land Rover wanted customers to use these maps, not just hold onto them as souvenirs.
Part of making the maps as functional as possible was ensuring that they provided topographic accuracy as well as directional accuracy. Pop Chart Lab had to straddle a line between form and function when it came to the typography. “We went through draft processes where earlier iterations were a lot simpler, more style than substance, but it kind of looked fake,” Ben explains. “We knew that the only way to really pull off a topographical map was to literally draw the typography.” Instead of being entirely stylized, they created a middle ground that brought a creative look while still offering the right amount of accuracy that was required for their customers. “Hopefully it goes well in hand with Land Rover’s refined style,” says Ben. The result is a map that will give the experience that Land Rover customers are hungry for while still satisfying Land Rover’s aesthetic, making the maps as beautiful as the lands which inspire customers to explore.