A Typo in the Title, Just Before Publication

A creative director at a marketing agency reached out about an upcoming print job: a full-color, tri-fold visitor brochure and illustrated map for a tourism client. The piece contained brand copy introducing the region, a dozen POIs with descriptions, and an illustrated map with labeled towns and landmarks. My client needed a fast, thorough proof before it went to press in 48 hours.

I flagged approximately three dozen errors and edits in the brochure—a mix of typos, factual inaccuracies, geographic misplacements, and opportunities to tighten the copy. Critical catches included:

• A misspelling in a prominent header on the back fold
• A factually incorrect venue description
• Two incorrect business names
• Multiple map locations placed in the wrong positions
• A phonetic pronunciation guide that didn’t match local usage

I also recommended rewriting the brand’s “About” section for grammar, readability, and specificity, and suggested reformatting a couple of entries for clarity.

The creative director incorporated the edits and sent the revised version back for a final review. On that second pass, the brochure was clean. I passed along one additional note: a recommendation to swap a venue’s logo icon to better reflect what the business actually is. He passed that along to his designer, and the piece went to print.