At 2,600km in length, The Wild Atlantic Way stands as one of the world’s longest defined coastal routes, tracing the rugged beauty of Ireland’s west coast from the Inishowen Peninsula in the north down to the picturesque town of Kinsale, County Cork, in the south.
Tourism serves as a vital pillar of the West of Ireland’s economy, yet faced a severe downturn due to the 2007 global financial crisis and Ireland’s challenging economic landscape. Urgent intervention was imperative.
For the Wild Atlantic Way to flourish, each community along the route needed to embrace ownership of their segment of the project while remaining aligned with the overarching vision.
We embarked on crafting a brand that would captivate national and international visitors, enticing them to explore the region’s breathtaking landscapes and rich heritage. Our strategy centred on integrating the unique ideas, stories, pride, culture, and personality of each community into the brand identity.
The cornerstone of our approach was the development of a flexible logo, embodying the essence of the road, the land, the sea, and the untamed spirit of the region. Inspired by nature, the colour palette reflected the hues of the landscape, while the graphic language incorporated elements such as stone textures, topographic lines, and weather symbols. Photography was meticulously curated to showcase the region’s grandeur, with macro, mezzo, and micro shots capturing its vastness and intricacies.
Our brand toolkit provided a cohesive framework, allowing for adaptability while maintaining consistency across various touchpoints. This living identity was designed to evolve alongside the dynamic interplay of culture, people, and nature along the West coast of Ireland.
The impact of our collaboration with The Wild Atlantic Way has been profound. Since its inception, the brand has garnered international acclaim, winning numerous awards and significantly elevating global awareness. Over the past decade, it has served as a beacon of economic growth, driving €3 billion in revenue annually and supporting an additional 35,000 tourism jobs. The Wild Atlantic Way stands not only as a remarkable tourism initiative but also as a testament to the transformative power of strategic branding and community engagement in revitalising regional economies and fostering sustainable growth.
