Project Overview
As part of VisitScotland’s Brand Alignment initiative, this project focused on unifying the illustration styles used across consumer and corporate platforms. The goal was to create a cohesive, brand-aligned visual system that could be easily adopted by a diverse design team.
We developed a clear, easy-to-follow set of guidelines covering colour usage, composition, style, and how to apply different levels of representational hierarchy, ensuring long-term consistency across all illustrations.
Skills:
- Creative Direction
- Strategic Thinking
We wanted all members of the design team would feel confident creating new illustration compositions, so we created a modular illustration library, enabling designers to easily drag and drop elements into their artboards to build new compositions.
As a line manager, I guided the designer on illustration use cases, style rules, and colour application, while creating space for them to explore solutions to our visual consistency challenges. This approach helped them build strategic thinking and take full ownership of the project. By the end, they confidently presented the work to both the team and stakeholders, answering questions with clarity.
Outcome
The feedback from the wider team was that the illustration library felt intuitive, useful, and that the drag-and-drop system improved both consistency and efficiency.
The new illustration style brings a joyful touch to Scotland’s landscapes, history, and culture, adding diverse characters that tell stories beyond what photography alone can capture.
