Since late 2016 we have been working for the Historic Houses Association – the UK’s largest collection of independently owned historic homes and gardens. It was formed in 1973 and now represents over 1,650 houses across the four nations, many of them open to the public. They range from famous places like Burghley, Woburn and Longleat to smaller but equally fascinating places such as Stonor in Oxfordshire, Kelburn Castle in Ayrshire, and Seaforde Gardens in County Down.
In our research we quickly discovered that the ‘HHA’, as it had become known, was a much larger organisation than many people realised, with more properties open to the public than the National Trust or English Heritage. We became determined to help put them ‘on the map’.
Strategy and narrative
From our initial visits and conversations, it became clear that we had to navigate a fine line between the needs of two different audiences. Firstly, the house-owners, who have joined ‘an association’ that speaks up for them and helps them run maintain old and often problematic properties. Secondly, the 50,000 public members, who enjoy free access to 320 properties, and are seen as a potential growth market. An annual membership costs just £55.
After much discussion and workshopping, we agreed on their core narrative:
Support every home. Share every story.
Nothing tells a nation’s story like its homes. The places where human stories endlessly unfold. We represent Britain’s largest collection of independently owned historic homes and gardens. We help our house-owners celebrate the past, secure the future, and speak with one powerful voice. We offer our members unique access to hundreds of homes and gardens that tell a personal, living history of our four nations. We are here to ensure these historic homes stay alive and accessible for generations to come.
In parallel we developed their ‘offer’ for both key audiences. On the one hand, to become part of a community bringing a nation’s history to life, and on the other, presenting lived-in examples of Britain’s past, present and future.
The design solution
From even the first meetings we were all agreed that the name had to shorten to ‘Historic Houses’ (hence removing the HHA acronym).
Their original symbol – a Palladian style portico – had survived untouched for nearly thirty years and initially seemed worthy of retirement. But we began to see that developing it into something that hinted at the sheer quantity and variety of their houses, from cottages to castles, could be very useful.
The design scheme itself concentrates on the key difference that these houses offer – that they are lived-in, alive and accessible, not dusty museums frozen in time.
Images are intentionally rich and beautiful, but we contrast this with an approach to copywriting that captures the people and places, making the scheme far more personal than their competitors.
A series of photoshoots have just begun, which focus on the owners in their homes. Only by visiting, and photographing, the houses, are we able to capture how hands-on the owners are – and the obstacles they face to keeping the properties open.
We have also developed a whole series of architectural details and flourishes that encapsulate centuries of building styles, and when used with their new typefaces allow for a far more luxurious approach to their design.
The rebrand is being rolled-out across all applications, from the website to the members’ magazine, from membership cards to stationery. It’s also key that the new branding celebrates the different ways in which the properties can be supported and enjoyed – including visits, special tours, overnight stays, weddings, events, and as film locations.
Presented and approved at their winter AGM, the brand is now going public. Finally, one of the UK’s best-kept cultural secrets is about to be shared.
Awards
- 2018 Brand Impact Awards | Culture | Shortlisted
Credits
- Photography: The Curries and Michael Johnson
- Additional copywriting: Nick Asbury
- Handbook design: The Level Partnership