Coastal Pass is a new initiative for visitors to explore the east coast of England. Created by the National Coastal Tourism Academy (NCTA), Coastal Pass is a video booking tool that enables visitors to plan and build their own itineraries, creating bespoke short breaks and holidays.
NCTA wanted people to visit the east coast of England, so we created an identity that literally pointed them in the right direction. Rotated 90º and you have a subverted ‘location’ pin commonly used in applications such as Google maps, etc.
Originally, the identity was only to be used alongside partnership brands such as The Suffolk Coast or Visit Essex for a series of interactive videos that would prompt viewers to build their holiday itinerary. Therefore, the identity had to be recognisable at small sizes and unobtrusive, yet bold enough to work on its own.
Graphik was chosen as the main headline font for its clean lines and varied weights. In addition, we wanted an identity that had a contemporary aesthetic that felt culturally relevant. The introduction of the ‘Explore, Embrace, Enjoy, England’ strap-line allowed us to define England as a destination brand, that actively encouraged customers to start their journey.
The colour palette is typically British inspired, with a nod to the inherent nautical context of the brand. Subtle adjustments to the hue of the red and the blue were also applied to achieve a European sensibility that would resonate with visitors from the Netherlands.
Mega elsewhere on Identity Designed: St Giles House.
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