Concept development: a brand for Scotland

Brand Scotland was a nation branding project initiated by the Scottish Government.

My role was creative lead on the project at VisitScotland from 2020 to launch. I led a team of VisitScotland designers in the development and refinement of the marque, presenting to the steering group and reporting to the head of brand at VisitScotland.

The challenge was to create a brand that would provide a common identity that could be adopted by a range of internationally facing public agencies in Scotland. The project initiated in in 2018 and launched in 2021. The design team at VisitScotland undertook research, development, and production of the brand. The work was independently and internationally tested against alternative routes and achieved the most positive response across all the metrics used. During the final phase VisitScotland collaborated with the Leith Agency on refinement of the logo marque.