Visit Mid Wales
For VMW we engaged in a large brand collateral push, first and foremost a refresh was required for the brand, one of the more obvious downfalls of the VMW identity was a lack of cohesive visual design. A lack of brand guidelines, specific typography, colour palettes and visual treatments left the brand disjointed and feeling somewhat unfinished.
With the beautiful photography at our disposal creating visually engaging content was made all the easier, the goal was to simply create an identity that worked as a complimentary guide that would adequately curate and implore onlookers to scroll on and read more.
The scenic Welsh landscapes provided ample inspiration for the chosen colour schemes, complimenting illustrations and image treatments for this brand.
For the illustrative icons and visual elements that accompanied the photography across the brand, we drew inspiration from orienteering maps for the bold and directive fonts along with geographic contour maps for the intricate line patterns that were inspired by the rugged Welsh landscapes.
