Historic Ally & Friends
Brand identity for a Scottish tour experience blending history, music and storytelling.
Historic Ally & Friends offers guided tours across Scotland that combine history, music and conversation. Led by Ally Heather, the experience is informal and personal, shaped by local knowledge and direct human connection.
Visual Identity
Sample Digital Graphics
Illustration
The Brief
As a new venture, the brand needed to build trust quickly. It had to reflect Ally’s engaging hosting style without depending entirely on his public profile, and avoid the predictable visual language often associated with heritage tourism.
Design Approach
I developed a copy-led identity driven by tone of voice, mirroring the conversational nature of the tours. A simple logo mark provided clarity and consistency, while bespoke illustration added personality without distracting from the experience.
A restrained colour palette of soft, earthy tones was chosen to reflect Scotland’s landscape. This helps set expectations of warmth and credibility, while making the identity easy to apply consistently across print and digital as the tours expand.
A series of hand-drawn illustrations complements the wider system. Drawing on Scottish cultural references and everyday details, they add texture and informality while creating flexible assets that can be reused across communications.
The Results
The final identity is confident, approachable and practical. It provides a clear visual framework from launch, supporting the experience without overshadowing it.
The identity gave Ally a clear set of assets to support the website build and day-to-day visual communications across print and digital. It also provides a consistent foundation that helps the tours stand out and feel recognisable as the business grows.
