The start of an amazing journey

Ambition – Deliver a 5 year strategic plan

The SS Great Britain Trust is a leading charity, based in Bristol. It manages the ship, Brunel’s SS Great Britain, an award-winning visitor attraction.

Visitor numbers had experienced a downturn over the last 2 years and an ambitious 5 year strategic plan had been developed to drive growth. But they weren’t ready.

The current brand and visual identity were developed in 2005. It included limited creative guidelines, predominately focused around the use of the logo and fonts. The organisation had grown and developed considerably since then – both in size and ambition – leaving the brand unfit for purpose.

Solution

Create

Speed was of the essence to be ready for the summer peaks. We fast tracked the brand development over a matter of weeks.

We held a series of workshops with key people from around the organisation to understand and refine the strategy. In these sessions, we also reviewed all existing research and segmentation to build a deeper understanding of the organisation, its market and its short, medium and long-term objectives.

It was fascinating. Brunel was a genius and really did change the world forever.

With this insight, we developed their Organising Idea and Brand Building Blocks and created in super fast time, new brand guidelines in time for the summer campaign.

Activate

Lots to do. Where do we start?

A lot was changing and very quickly, engaging and motivating the staff, suppliers and volunteers was a priority. By sharing the brand story with them in a series of workshops, presentations and an all staff day, we created advocates who understood exactly the part they play in delivering the organisation’s strategy.

In parallel, we began working on the brief for the summer launch. The museum environment had to be updated, from the ticket office to the restaurant. We created a campaign to promote the sensory experience people get when visiting the museum. Kids especially would be enthralled by what went on in Victorian times … and it is still here today to experience.