The world is undoubtedly getting smaller: with improved transport links, the growth of low-cost airlines, the emergence of air-taxis, and the ever-improving rail services (all of which we’ve helped create brands for), travel is more accessible and affordable than ever before. So, the question is, where should we go?

Having worked extensively on travel and transport brands globally — from planes and trains, to ships and roads — helping people get to wherever they’re going, it was interesting to be invited to pitch for the creation of a regional brand. The destination, not the journey.

The French department of Lozère had been struggling with its image; perceived by many as elderly, slow and unwelcoming region. The challenge was to create a brand for the department that would help shift this perception, make the region more attractive to businesses and tourists alike, and help manage the day-to-day operations of its various organisations.

The result was a dynamic and flexible identity system based on sustainability and growth. Endlessly adaptable to its needs, this concept allowed the department to tailor its identity and communications to a specific audience, whilst remaining instantly recognisable.