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VisitScotland is the national tourism organisation for Scotland. Its main aim is to contribute significantly to the advancement of Scottish tourism by giving it a real presence in the global marketplace and benefiting the whole of Scotland.

We were commissioned by Edinburgh-based creative agency The Union to work on VisitScotland's seasonal campaign website. Their online channel for all seasonal marketing activity, it provides a single touch point for information about holidaying in Scotland.

VisitScotland website screenshot on a Macbook

Our task was to design a beautiful, intuitive destination experience. We created a vibrant, image-rich vision of what it could be like to visit Scotland, through the creative execution of audio, video and photography.

We used the identity and offline brand guidelines for the campaigns to guide the visual design, crafting a highly usable, intuitive interface with a streamlined information architecture. We provided opportunities for cross-selling other products and activities depending on geo-location and customer preferences, along with real-time activity with most popular pages and recommendations.

VisitScotland website screenshot on a desktop computer

A key element to the design was the ability to easily re-skin the website for different seasons and their respective campaigns. This removed the need for a full redesign and build every three months.

VisitScotland website screenshot on a desktop computer
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  1. CP Active
  2. Gibson Thornley
  4. Catalyst
  5. Qatar Foundation
  6. Visit Scotland
  7. Alexanders
  8. CP Media
  9. Victoria Mallon