The region, which borders with Cumbria, England, is one of 32 unitary council areas of Scotland and comprises the counties of Dumfries, Wigtownshire and Kirkcudbrightshire.
Gardiner Richardson was appointed by Destination Dumfries and Galloway in June 2011, from a national tender following a consortium bid with market research group Blue Grass Research and marketeers Blue Sail Marketing.
Market research led Gardiner Richardson to the conclusion that the destination needed to make better use of its coastline and countryside.
Darren Richardson, director of Gardiner Richardson, says he used this information and an existing proposition – Naturally Inspiring – which was appropriated to Dumfries and Galloway by Visit Scotland.
‘They were underselling their coastline, beaches and forestry,’ says Richardson, who has tried to symbolise these assets by placing a leaf and a fish within a ‘DG’ marque.
Chairwoman of Dumfries and Galloway Wilma Finlay says, ‘As a starting point for developing the region’s profile as a rural tourism destination, this brand provides a foundation that is based on truths we recognise as a region, and which we can have confidence in using to communicate our offering to visitors.’
The identity will begin to roll out in April.