Lincoln Castle & Heritage Skills Centre: Brand Identity & Strategy

The brief:

Lincoln Castle embraces some of English history’s most powerful stories of power and justice. Within its walls you find everything from one of the three remaining original copies of the Magna Carta, to an intact Victorian prison. In 2012 the Castle received a massive grant from the European Development Fund to develop its site and offering as a major tourist attraction and as an international centre of excellence for vocational education in heritage construction skills.

Our job was to develop a compelling brand strategy and design a strong brand identity for the Castle itself and for its sub-brand, the Heritage Skills Centre.

Our approach:

Working alongside the site architects, site staff, tourism bodies, heritage and skills bodies, and using wide consumer research, we explored what might give the Castle real stand out against the competition in the markets it would face. Our core Lincoln Castle proposition, ‘Hidden:Revealed’, received support from all corners, embracing a sense of excitement, entertainment and enlightenment, and reflecting what consumers were looking for from their visitor experience. The Hidden:Revealed proposition was then translated into sub-brands, the Heritage Skills Centre, and weddings and events. A set of brand guidelines tracked the concept through to a colour palette, typography, photographic style and signage ideas, along with examples of how the brand might translate effectively for advertising and promotion on and offline.


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