Visit Scotland is Scotland's national tourism organisation, producing destination guides and regional literature each year to promote Scotland to visitors. The account was held at Rhino Creative in Aberdeen, won through a competitive pitch, and became a trusted ongoing commission - one the agency placed in my hands for my print and layout expertise.
The brief called for publications that genuinely sold Scotland rather than defaulting to generic stock imagery. To get there I worked directly with the local tourism contact, hand-picking photography that captured the real character of each destination. That decision shaped everything the layouts were built around imagery with genuine soul rather than imagery that filled a space.
A consistent grid system provided structure across both the Holiday Guide and the City Guide, with bold header blocks to aid navigation and full-bleed photography given room to breathe. The City Guide was designed to be practical as well as beautiful, compact enough to carry, with a fold-out map built in for visitors navigating Aberdeen on foot.
As the key creative on the Visit Scotland account, I worked on the layout of this brochure having won the pitch against other agencies. I worked closely with the local council to obtain photography that really sold the destination instead of relying on stock imagery.
The creative for this guide was designed to be easier to be taken with any new visitors to Aberdeen City and even had a map that folded out of it. The creative still carried the same style as the holiday guide for consistency.