ABOUT

VisitScotland is Scotland's national tourism and events organisation. As part of the evolution of our brand we recognised the opportunity to streamline our multiple illustration styles into one unique, ownable style that captures the essence of Scotland.

In order to create an ownable style for Scotland, we looked at the history of image and storytelling in Scotland and based the style on tales that had been carved in stone. We have drawn inspiration from our own tourism products in Scotland.

With the core concept established, we focused on refining the style into something both contemporary and practical. Shapes were developed to feel bold yet approachable, balancing sharp edges with softer curves to retain the influence of carved stone while creating a warmer, more human feel.

The style has been adopted internally for our employee comms and engagement work and we've also utilised it as part of our website development work and visitor campaigns.