Here is an example of the pillow emboss (I just used all the blue as a start, so it was applied to the water bodies as well...just pretend it is only on the rivers )

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I made a copy of the rivers as black on white. Applied a 15 px blur.
I then created a new 50% grey layer, and bump mapped this layer using the blurred river copy. Change the blend mode of this layer to overlay.

I also duplicated the overlay layer to emphasize the effect more (but could also have done it by increasing the bump depth when applying the bump map).

This gives the look of a river valley around the river, size determined by the blur amount.

-Rob A>