The current branding conveyed heritage, wildlife and ‘escape’ and was no longer a true representation of their more modern brand proposition.

I devised a new brand based around the idea of connected waterways. Their 2,000 miles of waterway that connect us. They connect our towns and cities. They connect places, communities and nature, enriching our lives in the process. I explored this idea in the form of a wordmark that itself connects together. Graphic devices weave through each execution just like the waterways are woven into the fabric of the country, our heritage and our lives. Bright, modern, optimistic typefaces and colourways match the new brand strategy and proposition.