Re-branding the historic and beautiful market town of Beverley was a great challenge. Fred needed to develop a concept that would appeal to both its core existing, more traditional, audience whilst also extending the destinations appeal to a new, modern, younger target demographic. The result was a traditional typographical led approach combined with a more playful modern tone of voice, bringing together the very best of what the region had to offer. Brand image style also showcased the duality of the offer by ensuring there were always contrasting images that brought together historical architecture and rural beauty with the modern leisure facilities, on trend outlets and range of fun experiences available. The playful use of old and new captured the destination as it is today and ensured it would have a broad appeal without diluting it’s offer. As well as the core brand and literature, Fred also developed a bespoke range of branded merchandise – all of which has been hugely successful and embraced by locals and visitors alike.