Liverpool Cathedral has unveiled a new look to mark its 100th year following a complete rebrand by creative agency Poke Marketing.
A comprehensive brand overhaul was needed to reflect the multiple and diverse offerings the Cathedral provides. An iconic building, globally recognised and the jewel in the crown of the Liverpool Visitor Economy, the Cathedral needed a brand to showcase its cultural and historical offerings as well its highly prominent religious element.
Liverpool based Poke, which has built an impressive reputation for its creative and strategic marketing work during the past three years, worked closely with the cathedral to reimagine its brand identity and introduce a new level of digital technology into the 100-year-old venue’s customer experience.
Nicola Docking, Managing Director of Poke, said:
“We are honoured to have had the opportunity to collaborate with Liverpool Cathedral on this journey. Working extremely closely with the internal team, our goal was to honour the cathedral’s legacy while ensuring that its brand remains vibrant and appealing to diverse audiences. The result is a blend of tradition and modernity that we believe will resonate with the many stakeholders this important venue needs to engage with.”
Key highlights of the rebrand are a new brand look and feel, defined tone of voice and a sophisticated customer value proposition. All these are communicated beautifully via the new animated 3d logo, customer centric website, well-crafted copy and a strategic marketing campaign, to reflect the cathedral’s rich heritage and cultural importance.
Mark Harrington, Poke Creative Director added:
“The rebrand is all about representing the venue’s desire to communicate that each visitor has their own unique experience; all they need to do is look up and encounter the cathedral experience in their own way.
“We wanted the brand to reflect that the cathedral is all about people and a sense of belonging for the community and visitors alike.”
The landmark welcomes more than 800,000 visitors each year, drawn from local people, UK visitors, and a significant percentage of international visitors. The cathedral is not only a place of worship, but it has also built a reputation for its varied arts and events programme, featuring live music sets to large gala dinners and conferences.
Stuart Haynes, Director of Communications at Liverpool Cathedral, said:
“The rebrand captures Liverpool Cathedral perfectly reflecting our past, while providing a platform for us for the future. We believe it works brilliantly as through its development Poke got to fully understand us, our values and aspirations. So, this brand reflects the fact we are diverse, eclectic, innovative and welcoming.
“We feel that through refreshing our brand we can engage with new and more diverse people and through it we can welcome new worshippers and visitors to look up and discover the splendour of the building and the fantastic history within our walls. Having the rebrand for our centenary year reinforces our position as a cultural landmark which we hope contributes to increased engagement and awareness of the cathedral.”
Poke was chosen to work on the rebrand after successfully pitching against 18 other agencies from across the country.
READ MORE: POKE MARKETING UNVEIL PROFESSIONAL LIVERPOOL REBRAND
