Open Tender for Douglas Valley Outdoor Recreation and Adventure Tourism Market Research, Branding, Website Development & Wayfinding

South Lanarkshire Council seeks a Creative Consultancy to deliver a Market Assessment, Branding Strategy, Website Development, Content Library and Wayfinding Strategy for the Douglas Valley Outdoor Recreation and Adventure Tourism initiative within the Hagshaw Energy Cluster.

1. Market Assessment

Review existing project documentation and identify implications for branding, marketing and website development.

Analyse visitor data, market trends and audience segmentation, including visitor case studies.

Benchmark comparable projects and destinations.

Provide recommendations to inform branding, website design, content and future marketing activity.

2. Branding Development

Develop and consult on three branding concepts before producing a final identity.

Create brand assets including logo, name, tagline, colours, fonts and digital/print applications.

Produce brand guidelines covering signage, interpretation, promotional materials and integration with existing site branding.

Include recommendations for social media and future marketing activity.

3. Website Design, Build and Launch

Create a branded website promoting Douglas Valley as a destination to live, work, visit and enjoy, supporting ambitions to attract up to 100,000 annual visits by 2036.

Develop a scalable, content-led website with a planned lifespan of ten years.

Include six core pages: Home, About, Explore, See & Stay, News and Contact.

The Explore section will feature an interactive map highlighting key recreational and active travel routes, points of interest and route information including distance, elevation, difficulty and duration.

Build the site on an accessible CMS suitable for community and council users.

Host on a secure UK-based platform with maintenance and support arrangements.

Ensure accessibility compliance and provide flexible management of route information and temporary diversions.

4. Photography and Video Library

Establish a copyright-cleared library of photography and short-form video content for web, social media and print use.

Source content through community engagement, youth-focused workshops and professional photography where required.

Content will reflect identified visitor segments and feature strong people-focused imagery.

Coverage will include renewable energy, local communities, nature, heritage and identity, local economy and outdoor recreation.

Key locations include Coalburn, Douglas, Glenbuck, Glespin, Lesmahagow, Mainshill, Muirkirk, Poneil, Rigside, Douglas Water and Spireslack, alongside significant natural, heritage and recreation assets.

5. Wayfinding Strategy and Design Guidance

Develop a first-phase wayfinding strategy focused on Coalburn, Douglas, Glespin, Douglasdale Community Woodland and connecting active travel routes.

Establish a hierarchy of signage including gateway signs, orientation panels, interpretation boards, directional signage and waymarkers.

Produce a spatial strategy identifying suitable signage locations.

Develop design guidance covering dimensions, materials, specification, siting and future rollout.

Prepare detailed proposals for priority installations to support future procurement.

Work with Community Action Lanarkshire on implementation of information signs, directional signage and waymarkers along the NCN-Coalburn-Douglas route.

Ensure all strategy, design and implementation follow inclusive design principles.