Everyone in the town has a connection to The Fleece however the new makeover of the hotel seemed to alienate people as they felt it was no longer ‘for them’ and it was simply out of their reach. We were approached to re-assess the brand and all communications to try and re-connect with the local audiences and those further afield.
The first action we took was to soften the brand and inject a sense of ‘Yorkshire’ in to its visual imagery and language. We wanted people to feel immensely welcome and to, once again, create their own ‘yarns’ with the new Fleece Hotel.
The new, softer brand style encompassed a much more vibrant colour palette and imagery which resonated with the local area. The language was also adapted to be more friendly and playful to ensure all customers know that the doors are open for one and all.
Taking on this new brand style, we designed and built a new website with booking functionality, menus and promotional templates, social media strategy and post design, as well as helping The Fleece team with internal messaging and softening of the venue to match the new brand.