Adventurous Scotland – A Bold Identity for an Adventure Tourism Expo
Client
The P&J Live

Project 
Brand Identity

Role
Brand Designer
Project Overview
Adventurous Scotland is large-scale adventure tourism expo designed to showcase Scotland’s diverse outdoor activities and experiences.

The event aims to attract adventure enthusiasts, tour operators, and businesses within the outdoor tourism industry, providing a platform to connect, inspire, and promote Scotland as a world-class destination for outdoor adventure.
The Challenge
Scotland is renowned for its beautiful landscapes and world-class outdoor sports, yet there was no single event that unified the adventure tourism sector. The goal was to develop a brand identity that captured the spirit of exploration and adventure in Scotland while appealing to a broad audience, from thrill-seekers to casual outdoor enthusiasts. It needed to establish a strong, recognisable identity that could evolve into an annual event.
The Solution
To bring Adventurous Scotland to life, an engaging brand identity was developed to reflect the energy and excitement of adventure tourism in Scotland. The logo features a contemporary and quirky font with varying letterforms, symbolising the diverse landscapes and activities found within outdoor sports. Arrow-shaped elements were incorporated into the design, subtly referencing way-finders commonly seen on hiking trails, further enhancing the theme of exploration and discovery.
Iconography
An icon system was designed to categorise the wide range of adventure tourism sports and activities. Each icon represented a different terrain, such as snow, water, land, or wheel-based activities which help to establish designated zones for each sport at the event, and make it easier for visitors to navigate and engage with their preferred activities. Additionally, these icons added a fun visual aspect to the brand
Messaging
In order to connect with the target audience, a series of key messages and slogans were developed to attract their attention and encourage participation in the event. Each slogan was tailored to appeal to different groups within the adventure tourism industry, including complete beginners, seasoned professionals, individuals seeking new experiences, and dedicated sports enthusiasts.