- Brand Strategy
- Brand Identity
Create a destination brand identity with a tourism focus that is attractive, distinctive and inspiring to both visitors and locals."
The Flow Country covers much of Caithness in Scotland’s far north east, and has done so since the end of the last ice age. It is an ancient and almost unique environment. It is a peat bog, classified as ‘blanket bog’ by ecologists, the largest in the United Kingdom and one of the largest in the world.
Our brief was to create a destination brand identity with a tourism focus that is attractive, distinctive and inspiring to both visitors and locals. The Flow Country is a very special place. Vast, rich in nature and yet a mysterious and moving landscape.
Creative Workshops held in key locations with stakeholders and local communities identified issues and expecations for the new brand.
The brand is designed to be flexible enough so that they can in the short term be identified with the Flow to the Future project, the Peatlands Partnership and future projects to promote the values of the peatlands.
We defined the brand name and created a flexible brand identity toolkit and strapline for the Flow Country, that gives guidance to the brands expression across a variety of items. The typography is open and widely spaced to reflect the landscape of the area. The fluid concentric shapes are also an interpretation of the landscape, echoing the distinctive ‘dubh lochans’ and patterned pools that the terrain is dotted with or the hummocks and gentle undulations of the vast peatland blanket.