A land shaped by sea and stone

Despite having two of Northern Ireland’s most iconic tourist attractions (The Gobbins & Carrickfergus Castle) within the Borough, Mid & East Antrim was not maximising its tourism potential. It lacked a sense of place, whilst also not leveraging its position on the word-famous Causeway Coastal Route. The challenge was to create a brand unique to this place, to tell stories rooted in what makes this area unique. A place shaped by its coast and landscape, a place shaped by its people and local hospitality. A place Shaped by Sea & Stone.

This is a region of spirit and soulfulness, that celebrates its traditions while welcoming the future. A place that has been shaped by sea and stone – from its areas of outstanding natural beauty to its major seaports, from busy market towns to its breathtaking coastal road, the towering Norman walls of Carrickfergus Castle to the lush Glens of Antrim. It was clear that we had plenty to work with. Our new identity for the region drew on its rich and fertile imagery and the stories people told us – a land Shaped by Sea and Stone. We set out to create a new identity, tone of voice, a suite of fonts and a consistent approach to imagery.

These building blocks were just the beginning. We wanted to get under the skin of Mid & East Antrim, so we set out to collect stories from the people who call this region home and welcome visitors to explore it. Our content would reflect the living lore and legend that makes this place so special. It would live in visitor guides, online, on social and on outdoor.

Our approach was to create everything from scratch – from capturing stunning drone footage of the landscape and the natural beauty of the region. We crafted editorials and paired them with intimate portraits of the locals.