Rebranding a much-loved heritage brand for future success
Overview: The FTSE 250 listed brewery, pub and hotel operator’s positioning and architecture had become dated, its usage inconsistent and its ability to represent a future-facing hospitality and brewing brand called into question.
Brief: My challenge was to address the inconsistency of brand application and create a new simplified identity and brand messaging that is true of all of its diverse divisions, sympathetic to the company’s rich heritage while positioning it for future success.
Approach: Success lay in total immersion into the complexities and need states of the many parts of the business, working hand-in-hand with a cross-section of senior stakeholders to understand the richness of Marston’s DNA.
The new simplified Marston’s PLC brand went live in January 2020 with clear overarching messaging that unifies the business. The project is still ongoing and has so far covered brand strategy, brand design, photography, videography, web, social media, internal communications, employee value propositions and careers support, to name a few.
