Clouded Hills

CloudedHills.co.uk was launched in summer 2020 during lockdown. Aimed at a British audience, it is for anyone looking to take UK breaks. It argues that the pursuit of sunshine has sometimes allowed us to neglect the beauty on our doorstep.  The name is taken from the William Blake poem that casts England as “this green and pleasant land”. It is the clouds, upon which he also remarks, that washout summer days, but give the UK such verdant scenery. It is also inspired by the writer and fellwalker Alfred Wainwright who once said: “There’s no such thing as bad weather, only unsuitable clothing”.

I came up with the concept and name, oversaw the creation of the logo, website, brand guidelines and style guide, as well as editorial direction. Clouded Hills is part of Waterfront portfolio.