The objective of the brand was to reflect the diverse and unique tourism experiences as well as the geography of the Borough. A newly collated and designed visitor guide would also be key, as well as bespoke graphics strategically placed in Belfast International Airport, the ‘gateway’ to the Borough.

A rugged font for the logo and calls to action was chosen as a contrast to clean, angled full colour elements. The concept was based on vintage castle bannerettes given a modern take with dynamic accents; this ensured a contemporary identity whilst reflecting on the Borough’s history.

Striking colours were selected and assigned to the various areas of tourism to create familiarity for each individual sector, when used across various media including the guide, printed graphics and any future sector specific promotion.

In the Visitor Guide, use of full page photography to highlight key sites best; the aim was to get the best photo of each entry possible, using local photographers to achieve this. There was a want for the brand elements and copy to be complimentary of images, with purposeful photography focal and engaging. This rationale was also carried on into graphics installed at Belfast International Airport.

Core visual identity and brand shapes were used across any collateral produced for print or digital, including Visitor Map, Caravan Parks Guide, and Angling Guide. Associated colours were used as highlighted in the Visitor Guide, for consistency, recognition and easy cross-reference between all publications and graphics.

As part of the campaign, bespoke large scale graphics were installed at Belfast International Airport, with over 7 million passengers having viewed this artwork to date.

The Myths and Legends sub-campaign was to bring awareness and information of the rich heritage and history of Antrim and Newtownabbey Borough to a younger audience. Having created outline sketches and storyboards, a local artworker was then commissioned taking art direction from myself to create the final assets used in the publication and supporting graphics.

These in turn were used to create a comic book launched along with the Visitor Guide, then replicating the artwork as large scale graphics installed at at Belfast International Airport.

A 3D installation was also designed and created to feature in Visit Belfast’s tourist information centre, with links to a digital online version pf the Visitor Guide.

In October 2017, It’s In Our Nature campaign won Bronze Award in the category for Best Use of Photography & Design, CIPR PRide Awards 2017 and used as the primary case study to secure Gold Award for Outstanding In-House Public Relations, CIPR PRide Awards 2017.