Putting the Royal Cheshire County Show on the map

As the Royal Cheshire County Show’s marketing and creative agency, all marketing collateral for the Show is the responsibility of Bella Design & Marketing. This of course includes the design of the Showground map.

The Bella Design team as Principal Marketing Partners for the Show, are of course very familiar with the Showground and the main queries that visitors may have on the days of the Show in relation to the location of certain attractions, competition areas and trade stands. Our knowledge of the showgroud layout was key to the design of the map with key attractions highlighted and essential information prominently displayed.

The current showground map was outdated, hard to read intuitively and a little dated in its look..The Bella Design team researched events of a similar type and scale as background information before creation of the new showground map was commenced. We also spoke to key stakeholders for their views on what they would want from a new map of the showground.

Our talented in-house illustrator was tasked with designing and illustrating the new map. All icons were carefully considered and created on a bespoke basis, ensuring consistency of brand was maintained.

The completed map is attractive to look at and intuitive to understand and use, enabling competitors to quickly and easily see where they will be based on the showground, trade stand holders to see the location of their stand space, sponsors to see their area of exposure and of course visitors to find their way around on the days of the show.


“ The showground map has been what is best described as basic, but functional for many years. As a result, I tasked Bella Design and Marketing to review the map with a view to significantly upgrading the quality of its appearance and ease of interpretation, thus making it much more user-friendly to our many thousands of visitors.

As I have come to expect from such a quality company, Bella Design and Marketing hit the brief well above my expectations and produced a map that is both informative and attractive.”

Nigel Evans, Executive Director, The Royal Cheshire County Show

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