News & Blog

04 Apr 2017
Mid Devon Attractions Association branding - logo design

An attractive branding project

In one of our most interesting projects of late, Lathwell & Associates was commissioned to help the newly formed Mid Devon Attractions Association (MDAA) to determine its strategic direction and priorities, develop a marketing plan and create its branding.

Working with a wide range of top visitor attractions, such as the Tiverton Canal Co., Knightshayes, Coldharbour Mill, Devon Railway Centre and Tiverton Museum, we started, as we always do, with some research. This included reviewing relevant local development plans and an extensive range of perception interviews. In the process, we were able to recruit an impressive line-up of local movers and shakers for the stakeholder panel, and secured particular support from the Mid Devon Gazette and Petroc.

We then facilitated a brainstorming on the primary objectives and brand positioning, after which we developed the brand’s SWOT assessment, key messages and tagline: ‘Attracting people to marvellous Mid Devon’. Following a further head-scratching session, we brought these elements together in a comprehensive marketing plan, which includes some exciting ideas that we can’t wait to see MDAA bring to life.

Finally, we designed six logo concepts in response to all this input, which we unveiled last week for a vote. In the debate that ensued MDAA members agreed that, while they want their Association logo to have a nod towards Mid Devon with its red-earth and rolling hills, above all they want it to look reassuringly professional and authoritative, and convey that this body intends to set, lead and raise the standards within the local tourism sector. You can see the winning logo here.

Phil Brind, Chair of MDAA, said, ‘Your hard work, great communication and attention to detail on the brief, as well as the final achievement of our Association’s branding and logo, has been nothing short of fantastic.

‘As a consultancy you have also taken time to understand and relate to the larger strategic elements of our group/Mid Devon which has, in turn, given us very real tangible goals to achieve in the near future.

‘A big thank you, on behalf of the Mid Devon Attractions Association.’