How do you explain the Waterford Greenway to a stranger – someone whose completely unfamiliar with the area and the concept?

That was our challenge for its launch campaign. Once we had helped the team behind the greenway refine their objectives and vision, we had to figure out how to tell its story. We had to find a simple and impactful way of describing the spectacular 46km o-road cycling and walking trail that runs the length of the old railway line from Waterford City to Dungarvan. And communicate at a glance the unique charm and appeal of this must-see attraction.

How? Well, we decided to do it by simply telling the story of A Beautiful Journey.

We didn’t just design a one-o launch campaign for the Waterford Greenway, we established a visual and verbal tone of voice for it too. For improved user-friendliness we used a colour palette, colour coding dierent segments of the Greenway and created a custom suite of illustrations to highlight dierent aspects.

We communicated a vivid sense of place through our selection of imagery that ran, and still runs, through all collateral. And we empowered the team with a brand that continues to arm the Waterford Greenway’s place as one of Ireland’s top-tier outdoor attractions.