The objective was to evolve the name of the organization and create both corporate and consumer identities together with sub brands within a newly positioned brand architecture.

We simplified the name to 'Cumbria Tourism' and created a new positioning for the consumer brand based around the central theme of "the difference is clear". A new typeface was developed so as to provide a strong unifying link between a series of sub brands and campaign ideas that existed within the same architecture.

The work, through its implementation, is heralded as a truly successful expression bringing together a broad range of sub regions and stakeholders across the Lake District and Cumbria and this work continues to grow and expand into all areas of the county.