Wells Cathedral - A fresh visual identity for an institution rooted in tradition and history
Wells Cathedral in Somerset is a magnificent building steeped in history, and it’s much-loved as a place of worship and a UK landmark. So when the Dean approached us to devise a new brand, we felt honoured to take on the project. Our remit was to imagine a new visual identity that celebrated the architecture, tradition and history of the building while positioning the church as progressive, relevant and welcoming. We did just that.
Insight: We met with key figures at the Cathedral and conducted perception interviews to gain a greater understanding of what made Wells unique and what needed to be communicated.
Imagine: We developed a new brand identity, positioning strategy and messaging framework. Launched a website reskin, signage, stationery, brochures and leaflets.
Impact: Wells Cathedral had a fresh new brand communicating a human and welcoming spirit with a tone of voice that speaks to all people.
James Williams, our Creative Director at Voyage Brand said: "This was an amazing project. We worked hard to ensure all voices were heard before we developed a brand with a tone of voice that speaks to all people, no matter their background. One that is straightforward and easily understandable, removing any barriers to accessing information. We also created a colour palette inspired by the earthy stone colours of the building, and the beautiful stained-glass tones."
Are you responsible for a heritage brand? Our unique experience can help... jules@voyagebrand.co.uk
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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 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.
Jules led a well thought through process of learning about who we are and what we’re about engaging with our very diverse stakeholder base to understand the issues that needed addressing and giving time and space to all varieties of opinion. The development of the brand was equally consultative resulting in an excellent new visual identity in which our staff and volunteers can act as one team under this unifying brand. Thank you.
Paul Richards, Chief Executive Officer, Wells Cathedral
Are you responsible for a heritage brand? Our unique experience can help... jules@voyagebrand.co.uk
