SOUTH WEST 660

South West 660 (SW660) was a new tourism business launching a 660-mile coastal road trip from Poole to Watchet. We developed its brand strategy and brand identity to help it attract off-season road-trip tourists and recruit hospitality businesses along the route as members.

The challenge was not simply to launch something new. SW660 needed to raise its profile, build trust and challenge the perception that the South West coast is only a summer holiday destination.

Making the coastline the hero

Our brand strategy focused on what made SW660 different and who it needed to attract. We developed customer profiles around off-season road-trip tourism and clarified the market position needed for SW660 to become first choice for people considering a UK road trip.

What sets South West 660 apart is the coastline itself. The carefully curated itinerary made it easier for visitors to experience the best of it, so the landscape became central to the proposition.

We translated that thinking into a distinctive brand identity. Photography became the focal point – it shows customers what they will experience. The simple logo, colour palette and typography were designed to work consistently across print and digital media. Multiple logo versions provided flexibility for different applications, and brand identity guidelines help to maintain consistency.

Establishing a new tourism destination

South West 660 launched as a road-trip experience for exploring the South West coastline. The brand has helped to generate significant media coverage. Clear positioning is establishing the route as a tourism destination and attracting visitors in the quieter autumn and winter months.

“We approached several firms to come and discuss with us how they felt we should be approaching this. It didn’t take us long to realise that when Jonathan started asking us questions, these were exactly the questions that needed answering, and that with Jonathan’s help, we would get to the right answers.”

Ruud Jansen Venneboer
Co-founder and director
South West 660

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