Leeds Castle

New Branding, New Communications for a 12th Century Castle.

Lord Conway in 1913 described this architectural gem as 'The Loveliest Castle in the World'.

No overstatement.

Working on this business, with the castle built in 1119 by the Normans, always feels as if you're a mere caretaker, looking after its well-being for a short period of its illustrious history.

It certainly feels like a privilege.

We were appointed to what was described at the time as the urgent need to 'refresh and revitalise' the brand. We looked at how to appropriately and respectfully adapt the logo, the communication platform and tone.

Over the last ten years, the extraordinary explosion in leisure time, everything from a shopping trip to Bluewater to doing not very much in your garden had dramatically reduced the day visitor figures.

We defined the essential brand character of Leeds Castle, namely as one quiet feminine charm, with occasional exuberant surprises. We then updated the branding to better project a sense of style and modernity.

Only after this structural groundwork was complete did we move on to develop new messages and an entirely new communication look across all disciplines, to appeal to a wider franchise of leisure consumers.

A second vital audience was to bring the custodians of the brand along with those changes - namely everyone working at Leeds Castle.

There is no point investing in external communication if those on the inside are not involved as co-authors of this changing process.

It really is lovely work, befitting the beauty of the castle.