VisitScotland Brand Illustration
2023
As Lead Designer, I developed an illustration style for VisitScotland’s new brand identity. This involved creating a modular illustration library, including spot and hero illustrations, and crafting detailed yet straightforward guidelines to ensure future consistency.
The new illustration style brings a joyful, light-hearted perspective to Scotland’s stunning landscapes, rich history, and vibrant culture. By adding playful and authentic character, the illustrations tell stories beyond what photography alone can capture.
This work has been widely recognized, with illustrations featured by outlets such as Sky News, STV News, and Press & Journal, further promoting Scotland as a must-visit 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.
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