County Durham Tourism Partnership

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Following a period of research, opinion polls and focus groups Crombie was able to deliver the creative direction and brand expression of 'this is durham' a new place brand for tourism promotion within County Durham. The new brand is an extremely valuable asset, it is intellectual property that needs to be successfully communicated on many levels, from design and marketing to advertising and recruitment. The brand reflects the county’s personality, culture, diversity and experience and it should always be presented with creativity and consistency. The journey behind the creation of the identity was presented within a large format, hard backed book that conveyed all the stages of the 'brand journey'. The visual and tonal components of the brand are clearly presented within additional 'toolkit' guidelines which are now being effectively utilised by audiences across the county.