Steeped in history and based in the internationally recognised ‘home of horseracing’, Newmarket, Palace House was established in 1671 as the sporting and leisure retreat of King Charles II. Sold by the royal family in 1855 after two centuries of enthusiastic royal patronage, the site was used as stables and offices until 1985, after which it became increasingly derelict. Rescued in the 2010s and with significant investment, this wonderful 5-acre complex is home to world-class British sporting art, the national horse racing museum, a flagship stable yard for the retraining of racehorses – as well as a superb shop and restaurant. The problem? Not enough people knew any of that, and the branding didn’t reflect the organisation’s ambition.
Palace House aspired to be a world-class visitor and heritage experience with the primary objective to increase annual footfall to 30,000 visitors per annum, and as a result, increase income.
Our task was to create a brand that would deliver this vision.
- Brand Strategy
- Brand Identity
- Brand Guidelines