New brand to boost Western Isles economy

Island communities in the Outer Hebrides are set for an economic boost as a new brand encourages visitors from across the world to come and experience a unique and diverse island journey.

The Outer Hebrides’ brand will position the interconnected island chain as a top global destination option which offers exciting opportunities for island hopping holidays, highlighting the unique and diverse appeal of the islands’ culture, heritage, wildlife and way of life, appealing to both traditional and emerging tourist markets.

The strapline Outer Hebrides: Experience Life on the Edge sums up how the unique and rich diversity of the Outer Hebrides’ environment and culture combine to offer an enlightening, enriching and engaging visitor experience.

Nick Needham of creative agency Bright 3D said: “Creating an identity for a destination like the Outer Hebrides is a once in a lifetime opportunity, and one that comes with an sense of responsibility to the people who live, work and holiday there.

“With such diversity across the islands, one of the biggest challenges was to create a brand identity that would reflect the overall destination, yet give individual islands the chance to express their own personality.

“We ran a series of workshops on the islands to discover what the Outer Hebrides meant to people and to find the common themes linking them together. These themes of communities, landscapes, journeys, senses and contrasts are core to the proposition and are brought to life through a series of graphic wordals.

“The Brand marque is simple and timeless, and the juxtaposition of graphic and text reinforces the strap line ‘Experience life on the Edge’.”

The brand launch is part of a £150,000 tourism initiative spearheaded by The Outer Hebrides Tourism Industry Association (OHTIA) with support from LEADER, Comhairle nan Eilean Siar (CnES), Highlands and Islands Enterprise (HIE) and Scottish Natural Heritage (SNH).