MANILA, MANILA, & MORE

THE MANILA WE KNOW

AND LOVE.

MANILA, MANILA,
AND MORE:
THE MANILA WE KNOW
AND LOVE.

OVERVIEW

Manila, Manila, and More is the insider guidebook to the destination-worthy capital of the Philippines. A book for tourists and people who are tourists in their own country, the guide covers everything from the things to do and food to eat, to the places to be whenever you step into the
secret gem that is Manila.

WHAT WE DID

Brand Identity
Brand Strategy 
Book Design
Editorial Design

 

Manila, Manila, and More Guidebook Book Cover Illustration

They say that a picture is worth a thousand words, and this is especially true in a city as lively and spirited as Manila. Everyone paints a different picture of this bustling metropolis in their minds and the challenge was to come up with an image of the city that undeniably encapsulates the unexplainable charm of the Philippine capital. How can we, in a single book, capture the heart and soul of a city as chaotic and dynamic as Manila?

Our team believed the key was to find the essence that bridges the two distinct Manilas editor Raymond Ang had in mind: the new Manila that we encounter on a daily basis, with its record-setting shopping malls thriving alongside upcoming neighborhoods, and the glorious Manila of the past, set to make a comeback as Filipinos rediscover the city's former wonder. We found the answer in Manila's love for unconventional combinations and dislike of the empty and the boring—something we lovingly refer to as Manila's Halo-Halo culture, named after the desert famous for its innumerable layers of curious toppings and colors. Veering away from contemporary trends of modern minimalism, our work chose to embrace Manila's timelessly exciting and vibrant personality.

Manila, Manila, and More Guidebook Print Layout
Manila, Manila, and More Guidebook Vioilet, Orange and Green Print Layout

We made it our goal to visually establish the difference between Old Manila, New Manila, and the "More" that lies beyond. This entailed developing a color palette to represent each section, and the use of specific typefaces and illustrations to create distinction.

“Mirroring the city it depicts, it is congested with essays, stories, creative doodles and illustrations, installations, famous landmarks, skyscrapers, and architectural wonders. The beautiful part about this project is that it doesn’t hide anything.”

— Manila Bulletin

Manila, Manila, and More Guidebook Post Card Illustration Design

We filled every page with text and artwork, a nod to Manila's unending crowds of people and buildings. We created individual illustrations for each featured neighborhood, a not-so-subtle parallel of each district's distinct differences. We put together more typefaces than we've ever used for one project into a single book, capturing Manila's knack for putting together the clearly mismatched but still making it work seamlessly.

Manila, Manila, and More Guidebook Print Layout

And just like everyone prefers the iconic dessert in a multitude of different ways, Manila, we realized, was a city that everyone loves differently—and this book was our own
love letter to the city we call home.

Manila, Manila, and More Guidebook Social Media Content
Manila, Manila, and More Guidebook Malate Print Layout
Manila, Manila, and More Guidebook Liz Uy Print Layout

“The entire book is an invitation to rediscover our own city. It makes no attempts to whitewash Manila’s flaws, but it encourages readers to appreciate
its eccentric charm.”

— Esquire

Manila, Manila, and More Guidebook Adobo Print Layout

The book was launched in the company of notable people representing the different neighborhoods of Manila,
all gathering to talk about their love for our beautifully chaotic city.

After over a year of working on layouts and illustrations, we are proud to say that we have created a book worthy of its position on bestsellers lists and its coveted place on countless shelves both in our own country and around the globe.

Manila, Manila, and More Guidebook Book Cover Art

“Working on something as ambitious and sprawling as a book about Manila, a book that would potentially represent the city we live in, I knew I had to work with a team that would understand the intricacies, paradoxes, and nuances of the city but also have the talent, work ethic, and ambition to execute it for international standards. Serious Studio was the perfect collaborator for Manila, Manila, and More. Distinctly vibrant, charmingly chaotic, specific in its design—they were able to frame the city in a way that was authentically local but also translatable to the foreign market.”

— Raymond Ang

Manila, Manila, and More Guidebook Print and Cover Design
FOR THE TOURISTS AND TOURISTS IN THEIR OWN COUNTRY

MANILA, MANILA AND MORE IS A NATIONAL BESTSELLER. MORE THAN THAT, IT HAS ENJOYED DISTRIBUTION IN NEW YORK (MCNALLY JACKSON), HONG KONG (KAPOK), SINGAPORE (BOOKS ACTUALLY), AND IS CURRENTLY AVAILABLE ON AMAZON.

WORK WITH SERIOUS

We build brands that Make Sense & Look Good™.

STUDIO

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