Longleat Branding

A big refresh to join together all the joy

Positioning Identity Messaging Touchpoints Marketing

Longleat wears many hats. It’s the UK’s most popular safari park, the first stately home ever to open to the public, 4,000 acres of public forestry, a collection of luxury stays and more. So how to shape a brand that joins all that together?

The Brief

Lovers were invited to find the golden thread that could tie the Longleat offer together as one joined up brand. This meant repositioning Longleat, creating new messaging, a new visual identity, tone of voice, designing key touchpoints and a fresh look at marketing.

Britain’s Most Astonishing Stately Home

the house is the heart

Lord & Lady Bath live at Longleat with their two boys. It’s their home. When we spotted the kids’ scribbles above we realised: Longleat House is the true heart of Longleat. We had to reposition it from an under-appreciated detail to the centre of the Longleat universe.

Ding Dong

MAKING MOTIFS

Guided by in-house historian James, we were shown ornate ceilings, carved bannisters and an abundance of Elizabethan glam. We could see shapes everywhere that might help us frame and contain the fullness of the Longleat brand world. So we started drawing.

La-di-dah, ha ha!

a longleat tone

Longleat is a place of pure joy, yet somewhere along the way its wording had become a bit tired and lacklustre. Having a established a new set of positioning values for the brand, we converted this into a fun, flexible tone of voice approach to breath new life into everything.

Getting Consistent

a proper brand toolkit

We equipped Longleat’s teams with extensive guidance on how to bring the life in practice. Not just a quick demo on a tote bag, but designs and templates across a really varied range of touchpoints, from signage and merchandise, to digital and social channels.