Content Systems
0+
Structured 40+ filming locations into a clear, scannable tourism journey across Scotland.
Sony & VisitScotland - Outlander Map
BrandingGraphic DesignPrint
Designing a Fold-Out Guide to Outlander Locations
The Outlander location map was created for VisitScotland and Sony Pictures Television to help tourists visiting Scotland and international fans discover more than 40 filming locations.
The challenge was to combine venue information, location photography, travel details and broadcaster branding into a free printed map. The 14-panel format needed to be easy to browse, fold, carry and use during a trip.
My Role | Lead Graphic Designer - Information Design, Layout & Print
I worked on this three-month project in 2019, using a brief from the media director and design manager. I also used location data, venue information, tourism content, available imagery, stakeholder feedback and print requirements.
What I owned
I designed the information hierarchy across the full fold-out experience. More than 40 locations were numbered and connected to the central map. Each venue followed a consistent structure of image, title, season reference, short description, address and practical visitor icons.
Key design decisions
The 14-panel format shaped the experience. Visitors could open the map to understand the geographic spread, then browse individual venue panels before refolding the guide and carrying it between destinations.
Copy was kept short to preserve legibility. The visual treatment balanced the cinematic appeal of Outlander with the practical needs of a tourism guide.
The layout also had to accommodate changing locations, changing imagery and a large number of broadcaster logos. I reprioritised content and adjusted the layout to preserve clarity within the fixed panel count.
Collaboration and delivery
I worked with VisitScotland and Sony Pictures Television stakeholders. Final approval was provided by their marketing and media representative. The completed map was distributed through visitor centres across Scotland.
Measured outcome
Copies of the map ran out across the visitor-centre distribution network. No reliable data was available to attribute changes in visitor footfall directly to the map, so the outcome is measured through distribution and demand.
Related work
Read more about VisitScotland, explore the portfolio site case study, or contact me about an information-design project.
Design Impact
Portable UX
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Designed a 14-panel fold-out format that balanced wayfinding, storytelling and trip planning in a compact print experience.
Stakeholder sign-off
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Delivered the project across a three-month timeline, coordinating VisitScotland requirements with Sony approval.
On This Project
Photoshop
InDesign
Illustrator
Jira
Gallery
