Client: Outstanding locations, breathtaking visuals
REAL WORLD CHALLENGE
We were approached to develop a bilingual (English/Welsh) brand identity and marketing pack for a new initiative to drive awareness and sales for local businesses in Bridgend. This work coincided with an app development to promote the tourism offer of the area showcasing what there is to DO, places to STAY and EAT and events to SEE. The new brand needed to be clear and informative whilst providing an element of intrigue to the wide target audiences.
REAL WORLD IDEA
Working closely with the Bridgend County Borough Council tourism marketing team our strategic creative team immersed themselves in the mindset of the fast growing business community and tourist based audiences to develop creative visuals based on the idea of "Dare to Discover" Bridgend.
Research, creative workshops and idea sharing were a number of the methods undertaken in order to develop the creative conceptual work to ensure the marketing communications pack and messaging were perfectly aligned with the vision of the initiative.
Bridgend County Borough Council were keen to develop a specific style for Dare to Discover that would be instantly recognisable by the target audience. Their current brand architecture lacked clarity and hierarchy and many regional brand styles existed which was becoming confusing. We delivered a unique design that complimented the other brands but that was strong enough to position itself as the leading tourism brand going forward, underpinning all future tourism efforts.
To encourage and support buy-in, brand usage, tone of voice, imagery and positioning were presented in a clear easy to use guideline document.
Brand elements were then developed and adapted for use across leaflets, brochures, stickers and redemption pads, and an app information guide - all items were then collated and ready prepared for distribution amongst the target audiences.
"We have over the years worked with many design and marketing companies but I can honestly say WATERS are the first company to understand what the visitor needs from a promotional leaflet. WATERS get it. They are easy to work with, good value and nothing is too much trouble and the final product is excellent.
We would recommend any company utilising there services from design, copy writing to promotional campaigns we will definitely be using WATERS again if we need this type of service."
Mike Evans, Tourism Team Leader, Bridgend County Borough Council