England Marketing, part of VisitBritain responsible for inspiring the British to enjoy England, needed to express its brand essence, values and brand experience qualities to regional tourist authorities and other stakeholders.We were commissioned to create an inspirational and fresh brand book to inspire a shared approach to marketing England as a holiday and leisure destination. The book expresses the core idea of ‘Be yourself. Enjoy England’ appealing to people to feel there’s no place like home.
As the basis for our work, we needed to develop a close understanding of the research process and findings. We refined the positioning and themes and rationalised and modernised the visual identities to project a more contemporary image.
The brand book covers everything from creating brochures showing photographic style and tone of voice to moving imagery, voice over and music styles.
We set out to create a flexible design guide where the brand is fun, is shared not imposed and actively encourages a creative response. Getting the words and whole tone of voice feeling inviting and personal was crucial in putting across a compelling idea that this is a brand for everyone to share.
The book will be used to inspire England Marketing’s partners and other organisations around the country involved in promoting England as a destination, and for briefing design and advertising agencies.
Vibrant and ‘real’, Enjoy is for everyone responsible for marketing England to feel inspired and to share ideas for bringing England to life in a fresh and exciting way.
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