Rex connects regional, rural and outback Australia to the country’s major cities. Therefore the magazine design needed to reflect this more hidden side of local travel. Lonely Planet covers a lot of locations, but these were always going to be less known ones. Photography for some environments proved difficult to get hold off, but I was able to contact more niche photographers and tourism boards to get hold of all of these. The Rex demographic is very wide, so I came up with a style that was both respectable and novel.