Edinburgh Castle is Scotland’s most popular heritage attraction but research with potential visitors showed that it lacked a clear sense of identity. Visitors tended to either see it as ‘Just another castle’ or be overwhelmed by the scale of the experience. Our response was to give the Castle a unique positioning based around a core thought – ‘Defender of the Nation’. This thought set the style for future creative development and provided a focus for the sort of visitor experience that people could expect. We went on to develop a powerful new logo for the castle and a new visual style that has been applied across the full range of communication materials.

Visit the Edinburgh Castle website for more information.