Creating an Attractive Tourism Proposition

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Client: Creating an Attractive Tourism Proposition Print / Web


WATERS was recently appointed as a supplier to the Welsh Government acting as a ground level strategic partner on the Creative Design framework under an initial 3 year contract.

As part of this contract, we assisted the Visit Wales Tourism sector team with an industry facing business tool to assist businesses in the Tourism sector in preparing for and adapting to Climate Change. The extensive topic work completed at Welsh Government had resulted in a lengthy and detailed document. In order to effectively communicate the principal points the document required visual representations of the text to fully engage the readers and provide an instantaneous snapshot of the information. 


Working closely with the Visit Wales team, we suggested the illustration of isometric landscapes.

Developing a unique illustrative style that worked to simplify the complexity of the information and key points contained within the document was essential. The style had to work succinctly with the Welsh Government brand guidelines, be able to support the bilingual requirement and to successfully engage the specified audience of the business tool. 


Our work incorporated the conceptual development of ideas to produce effective and engaging designs, clearly communicating themes and ‘drivers’ to engage with audiences for this specific information.

The document required 8 bespoke illustrative designs to be created that represented site specific information in an engaging and easy to understand way, plus contain a style for clear annotations that did not distract from the visual landscapes. Using content from the business tool as a starting point we developed a set of illustrations for the 8 areas represented in the business tool to support the content.

The document has since been rolled out across Wales and is being used as a central discussion point with tourism based businesses to ensure they are prepared for environmental impacts. 


“A pleasure to work with the team from Waters Creative, who helped take a document and bring it to life through detailed illustrations. The contract was handled in a timely manner with positive discussion throughout the duration.” 

Thom Hadfield, Strategy, Policy and Regeneration Executive at Visit Wales, Welsh Government