The Voyage Brand & Communications team have been working closely with the Dean and Chapter at Wells Cathedral to create a brand that reflects the warmth of its incredible welcome, its water heritage and the uniqueness of its architecture epitomised through its incredible scissor arches.
We proudly launched the Wells Cathedral Rebrand Monday 31st March, 2014 in an Open Door ceremony to which all the friends, and stakeholder community groups were invited. After which the great West Front doors were thrown open and everyone was escorted round to the new entrance porch where all the banners, posters and branded materials had been covered up. All this was uncovered during the ceremony so everyone could see the reveal together. The Dean gave a warm and wonderful speech of thanks for Voyage's work and to his team - we all, as us Brits do, felt a little bashful, but I am really proud that everybody loves the new brand.
Branding a heritage building as substantial as a Cathedral has its challenges. There were many stakeholder groups to interview and many different perspectives and challenges to meet. So we used the very collaborative process we developed for St Paul's four years ago, which ensured everyone was engaged and brought along on the journey.
The new positioning plays to Wells very human characteristics. The building itself is incredibly welcoming with the warmth of its internal stone having that beautiful Dalton colour which truly does wondrous things with the light. Some people I interviewed felt the inside was incredibly feminine and many actually refer to the Cathedral as a 'she' - however it is the warmth of its welcome, which everyone at Wells prides themselves on. Its ancient architecture - in particular its beautiful scissor arches built in 1338 which are unique in this world (and, to me wouldn't look out of place in a Barbara Hepworth sketch). And, of course... spiritual water, on which Wells is founded and world famous for.
Please make a visit. There is so much to see. The dramatic scale of the West Front. The ancient clock. Vicars Close the oldest in Europe. The Jesse Window in the process of restoration. The Wells and oh so much more. Not forgetting the eternal beauty of the choir and the singing - especially my favourite, Evensong;) Enjoy.
