Ardtornish
Defining values and creating distinction for a destination in the wild Scottish Highlands.
Services
Brand strategy
Tone of voice
Visual identity
Sectors
Destinations and resorts
Hospitality, travel and tourism
Estates, attractions and buildings
Set deep in the Scottish Highlands, Ardtornish encompasses 11,500 hectares of moorland, grassland, woodland and coastline. Among this awe-inspiring landscape are nestled farms, holiday cottages, wildlife habitats and even a Grade A-listed manor house. It’s a remarkable destination for guests and day visitors, as well as playing an important role in biodiversity and clean energy generation.
Brand immersion
In branding this remarkable place, immersion became one of the most important phases of the project. So, the start of our work saw us escaping summertime Cornwall for the relative peace of the Highlands. Here, we were able to experience Ardtornish for ourselves: touring the house, gardens and hydro scheme, dipping into the local area, and even heading out for a kayak across Loch Arienas.
While we were there, we also hosted several brand workshops with the Ardtornish team to gather members’ thoughts on what makes Ardtornish different, and what the location means to its various audiences.
Brand values, personality and tone of voice
With all that we’d found – and armed with reams of on-site notes, images and our individual experiences – we set about defining Ardtornish’s core brand values, personality, mission and brand essence. Combined, these elements form a compelling summary of Ardtornish as a place and a brand, drawing in its passion for ecological restoration, conservation and built heritage as well as the traits that make it so appealing to guests.
From this, we were able to translate the brand’s personality into a natural written voice. We created tone of voice guidelines for the team to use, helping them to achieve a harmonious blend of calm, positivity and evocative description.
Visual identity and brand guidelines
Often, the key to creating an authentic identity lies in keeping our eyes fully open. During our visit to Ardtornish, the symbol of an archway repeatedly reoccurred – in the land, infrastructure, architecture and garden. We took this cue and made it the foundation of the Ardtornish logo, enclosing the ‘A’ from its typographic form. The core brand colours of rich blue, oxblood and white were also drawn from the place itself, forming a palette that evokes the true Ardtornish.
With these elements established, we packaged everything into a set of comprehensive brand guidelines for future use. Finally, we presented everything back to the wider team as a celebration of their valuable early input and a marker of Ardtornish’s journey into its next chapter.
