Victoria Baths is a listed Edwardian swimming pool and Turkish Baths complex, a public restoration work in progress, most widely known for winning the BBC2's first Restoration series.
Having publicised Victoria Baths primarily as a heritage attraction, the Victoria Baths Trust realised that to achieve their aim of making the building financially self-sufficient and to support the restoration, a much more comprehensive brand and marketing strategy was required.
The Trust commissioned Wonder Associates to undertake a re-brand with roll-out - the aim being to attract not only heritage visitors, but arts audiences, local residents and commercial event hires (from vintage fairs to theatrical productions, weddings, conferences and a backdrop for film and photo shoots).
Working alongside the Trust, it became clear that Victoria Baths is a place of many unexpected experiences - rich inspirational architecture, stories of swimming, love, laughter and triumph and a place to create new memories today.
This insight was used to create a new visual language for Victoria Baths. We knew that to attract a more diverse audience base and to highlight all the Baths has to offer, we'd need a dynamic branding approach. The new identity does not have a set design but morphs to hold a variety of images with different key words attached. This mutant branding allows Victoria Baths to reflect the many sides of its offer – adapting to the needs of its annual programme, uses and audiences.
"I couldn't have predicted the outcome of the re-branding at the beginning of the process but I was confident that we were in safe hands. We were impressed both by Wonder's enthusiasm and energy and also their experience and understanding of the cultural sector. Their guidance through the re-branding was great and we are thrilled with the result." Gill Wright, Project Manager, Victoria Baths
An important aspect of the Trust's new brand is its ability to be translated across any media. We have delivered a style guide with comprehensive templates and tools to use in-house, as well as executing it across print, such as the annual season leaflet, external signage, and a brand new website.