Putting a destination on the map
Client: Staffordshire DMP (
Agency: Dragon Rouge (
Role: Creative Director
Team: Ian Farnfield, Charlotte Howe, Keshi Bouri, David Gilligan, Kate Mackay
Illustration: Vanessa Wright (
Date: December 2007

Who they are
Staffordshire DMP (Destination Management Partnership) were set up as part of a government initiative to help public and private sector organisations build sustainable tourism for their county. Their ambition was to raise awareness of the diversity on offer in Staffordshire and to put it on the map as a viable tourist destination.

Our approach
Working with a team at DragonRouge the brief was to give the county a strong and unique identity that would
capture the rich diversity the county had to offer. We developed a core idea of 'A world of possibilities' which was built around the insight that today's visitors want to maximise their experiences for their available leisure time. This helped us to build and develop a marketingstrategy to attract and disperse visitors throughout the county
by segmenting the spectacular range of activities in Staffordshire into three core offers; Adventure, Culture and Nature.

The creation of a vibrant, playful identity illustrated by Vanessa Wright celebrates the county's diversity and creative spirit. With the brand mark evoking 'a day in the life' journey featuring some of the many activities that can be enjoyed.

What was delivered
Full brand identity system from concept through to implementation. This included but was not limited to; visual & verbal identity palette,internal & external communications, stationery, original website look and feel (Now changed for the worst), literature suite, photography style, image library, promotional banners, exhibition stand, brand guidelines.

What the client said
This is absolutely fantastic. I've lived in Staffordshire for 14 years and this is the boldest and most exciting thing I've seen. And to get the whole DMP to agree is incredible.

Mark Kerrigan
Development Director, Alton Towers