VisitScotland Brand Illustration
2023
Lead designer in creating an illustration style as part of VisitScotland’s new brand visual identity. This involved developing a modular illustration library, spot and hero illustrations and crafting guidelines to boost adaptability and broaden our creative possibilities. The guidelines I created are detailed and straightforward to follow ensuring future illustrations created by others in the team meet existing brand criteria.
This new illustration style provides a joyful and light-hearted perspective through which we can showcase the essence of Scotland. At VisitScotland, our aim is to narrate the tale of our stunning landscapes, fascinating history, and lively culture. We add a touch of playfulness and genuine character by using illustration that extends beyond what a camera can capture.
This project has led me to create illustration pieces that have been picked up and showcased by the media, such as Sky New, STV news and Press and Journal, reaching a wider audience and further promoting Scotland as a visitor destination.
Modular Illustration Library
I created a modular illustration library, and guidlines. This acts like a collection of blocks or puzzles from which you can create new illustrations, based off already existing components.
There are instructions within the library that show you how to create illustrations that follow the new style and remain cohesive with the existing illustrations. It also shows how to work with characters, how to scale to avoid spoiling proportions or lines, and colour rules. All this, simply presented in a few pages, to allow anyone in the team to develop their own unique compositions.
