voice, content
· LOST ·
Whilst running a successful hostel business in Snowdonia, the founder realised that his customers would climb the mountain and miss the beauty. My good and trusted friends at Thisaway were approached to create a brand for a new tour company that would solve this problem, and show visitors there is much more to see than the mountain.
· FOUND ·
Thisaway invited me into the project, having already landed upon the name ‘Knowdonia’, identified their audience as a ‘Curious Explorer’, and secured the position ‘Delightful Discovery’. The brand had a clear idea but it needed a playful tone of voice that could be carried through the website, messaging and communications. The tone is wry and philosophical while remaining earthy and grounded. It feels personal, warm and friendly, like the small Knowdonia team, drawing people into the landscape through poetic and evocative imagery.
· SAMPLE ·
Sheep. You know the ones. Woolly four-leggeds, synonymous with Wales. They flock together and follow each other and never see much more than the field that they’re in. It’s an ok life for a sheep but there are those among us that lift our heads above the mountain. Those that hunger for hidden caverns, artisan gin and stinkingly good cheese. For trail runs and tumbling waters. Coastline and castles. Forests and lakes. For places we’ve never seen and will likely never forget.