Expectations of a Fairytale Country
This is a magazine that promotes Scotland in a larger-than-life visual story that is targeted at the international audience’s curiosity on why Scotland is perceived as a fairy-tale.
This first issue of ‘Expectations of a Fairytale Country’ looks into Scotland’s identity, which aims to create interest to visit Scotland for the international audience that shows why Scotland is such an intriguing place to visit.
The magazine has set a tone to be fun and engaging through a visual story of what possibilities people can experience in Scotland. The images featured in the book are all submitted by Scots across the country - supporting the mission Bonnieland has set out to create a strong community of Scots - sharing Scotland through their perspective, which helps the magazine be authentic to a Scottish tone. The illustrations help the reader visualise the potential possibilities within Scotland and help develop a tone of Scotland's unique natural beauty.
This issue is only in English but future issues will expand into other languages!
When you open the book, this illustration is wanting to create an interest in an adventure in Scotland.
This page conveys the highlands as an open-endless natural land and you get a sense of how photography is being implemented into the narrative that's showcasing photographs Scots submitted to be featured.
I needed to make people aware of how Scotland's history is linked to its identity, so this page uses a word collage to highlight interesting points that are unique to Scotland.
Expressing how anyone can incorporate tartan into their dress sense is a meaningful connection to the country, so using the pandas as an international symbol that has become a part of Scotland's identity will hopefully make the message clear that anyone can wear Tartan to express themselves away from clan connotations.
Did anyone say nature, exploration or mystery?
Scotland is more than its cities and highlands. More attention needs to be placed on the less known locations that provide tourists with interesting sightseeing destinations, which creates more depth to Scotland as a whole.
I also needed to reference the cities' influence on the country, so I focused on exploring Edinburgh’s aesthetic and the influences that have led to the city's current landscape.
This last spread wraps up the magazine by highlighting Scotland's individualistic nature and the idea that Scotland is nothing without the range of people living in the country.
Thanks for looking this far! You can now enjoy some close ups!
Bonnieland is a campaign that focuses on promoting Scotland to the rest of the world that highlights interesting points about the country to generate meaningful connections between people and Scotland; that supports Scots through their photography and messages that aim to garner a strong community of Scots with a shared love of the country.
