This was a brand that needed an introduction. Deep in the Bedfordshire countryside lies a most unusual visitor attraction. A collection of early- to mid-20th century aeroplanes – all of which still take to the sky – and an early 19th-century Alpine garden, complete with undulations, tiny buildings and plantings not commonly found in English gardens of the area. We were asked to create a new single visual brand (including a website build and content) to attract a new generation of visitors.
The logo had to reflect both the aviation and horticultural elements of the site. It needed to be used to cover both amenities and each individually. Through workshops and presentations with stakeholders, including everyone from the directors to the kitchen team, we created a logo that was strong and able to be interpreted two ways. To the keen gardener, the mark suggests a flower with leaves either side and to the flight enthusiast it resembles a rotary engine and wings.
We created a significant number of assets to test and ratify the brand, ensuring that the mark could work in all applications. This was accompanied by a detailed Brand Guidelines publication which included tone of voice, mark usage and colour palette.
The website build was the final element in painting the brand story. With a carousel that gave the viewer a choice between the two attractions, we designed a site that was easy to navigate but also led to deeper content if wished. We included an ecommerce function too, so visitors could purchase tickets in advance online.