With the introduction of the online booking system, Caledonian MacBrayne wanted a creative campaign that would highlight the benefits of digitally booking ahead of sailing. As this would run alongside their existing ‘every journey starts a story’ campaign, it needed to have stand out, but still be instantly recognisable as CalMac.
With no use of lifestyle or activity photography, a clean and simple design choice was taken, using all of their brand assets from fonts, colour palette and family of bespoke pictograms which resulted in a simple yet strong creative solution that retains the feel of the brand.
Project Summary
Design
Advertising
Campaign
Agency
Stand