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90 Miles of Opportunity

FortyTwo Studio and Glasgow-based research and design collective Lateral North were commissioned by the Cairngorms Business Partnership to lead the brand development of a new Scottish scenic route - Snow Roads. Through a series of engagement workshops and related brand development programme, we built a brand toolkit full of story and potential.

Snow Roads is a 90-mile journey which winds from Blairgowrie to Grantown-on-Spey, taking in some of the most outstanding landscapes on the eastern side of the Cairngorms National Park. The route traverses the highest public road in Britain, but the key is it connects a range of attractions and communities; and offers the opportunity to discover the Cairngorms.

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From Blairgowrie to Tomintoul

Stories, myths, hidden gems, secrets and legends... our journey throughout the route allowed us to talk to those who know the area best - the residents. Each offered their own view of what such an initiative should and could bring to the area whilst sharing with us their stories and determination of what made it great.

Together with Lateral North and the Cairngorm Business Partnership, we asked each person to complete a simple sentence, with something meaningful to them.

SnowRoads. 90 Miles of __________

The answers were as varied and as evocative as the Cairngorm landscape itself and provided us with an incredible palette from which to build a new tourism brand.

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Stakeholder Engagement

Brand Strategy

Brand Identity


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A Partnership is Born

This was a unique opportunity for two agencies who believe that engagement and good design are the foundation for improvement and growth.

To work together with Lateral North on a project of real impact for Scotland's tourism industry is something we are all excited about and has lead to a number of other collaborations from Skye to Tomintoul.

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The initial engagement and brand creation lead to the creation of a number of key Snowboard films being created by Northport with music by Calum Wood.