Wells Cathedral

Brand Strategy & Identity

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. 

A key concern during this project was that they didn’t consider themselves another ‘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. Meeting with key figures at the Cathedral, gave us a greater understanding of what makes Wells unique and what needed to be communicated. 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. 

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

Are you responsible for a heritage brand? Our unique experience can help... jules@voyagebrand.co.uk  

Wells Guidelines Comp

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.

Wells Posters Comp

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

Wells Leaflets Comp

Are you responsible for a heritage brand? Our unique experience can help... jules@voyagebrand.co.uk