Brand Strategy & Identity

Challenge:

At the recommendation of St Paul’s Cathedral, the Dean of Wells Cathedral approached us to create a new brand for Wells Cathedral in Somerset. 

Approach

Meeting with key figures at the Cathedral, gave us a greater understanding of what makes Wells unique and what needed to be communicated. The mark picks up on the very human and welcoming spirit of Wells, with a nod to its sacred springs and a play on its unique scissor arch. The new brand gives Wells a strong visual identity rooted in the tradition and history of the Cathedral, while positioning it as progressive, relevant and welcoming. It reflects not only the architectural excellence, but the ’open arms’ culture, of the organisation too. 

The colour palette was inspired by the earthy stone colours of the building, and the beautiful stained glass tones. The tone of voice was one that speaks to all people, no matter their background. Straightforward and easily understandable, removing any barriers to accessing information.

What we did: Perception Interviews / Positioning Strategy / Messaging Framework / Brand Identity Creation, Roll-out & Guidelines / Website Re-skin / Brochures & Leaflets / Wayfinding / Branded Environment / Annual Report / Stationery / Powerpoint & Word templates.

It’s personal!
A real concern during this project was that they didn’t consider Wells a ‘St Paul’s’ and their fear was we might produce something not right. However, branding is a very personal process and it’s our job to ensure that the things that make a place or service different and special are the very ingredients that end up in its identity.

Are you responsible for a heritage brand? Drop me a line, we'd love to help... jules@voyagebrand.co.uk