Blenheim has unveiled a major new brand identity to reflect its updated, modern outlook.
The new branding also encompasses its growing business developments and reflects the ambitious values announced in its 10 Goal Strategy, created and implemented by new CEO Dominic Hare.
Home to the Dukes of Marlborough since 1704, Blenheim was designated a UNESCO World Heritage Site in 1987. The Palace was financed by Queen Anne, on behalf of a grateful nation, following the first Duke of Marlborough’s triumph over the French in the War of the Spanish Succession.
The birthplace of Sir Winston Churchill, Blenheim Palace opened to the public as a visitor attraction in 1950. Since then the business has grown hugely, diversified and led the way as a truly sustainable great estate.
One area that has grown substantially, and was a catalyst to creating the new brand family, was Blenheim’s property arm which sits under the new Blenheim Estate identity.
Blenheim have strategically decided to go into development and to build communities, recognising that Oxfordshire is suffering from a housing shortage, and signing up to the Prince’s Trust Housing Principles.
Stephanie Duncan, Head of Marketing & PR at Blenheim, said: “Our business has grown and evolved, particularly over recent years. Blenheim is a diverse business, with many entities which have developed significantly. Some of these business entities have outgrown the old branding and now require public identities of their own. We want to lead the market in innovative business management. In 2017 we announced a series of highly ambitious 10 year goals affecting every aspect of Blenheim. We are making great steps towards achieving those goals and we needed to rebrand, and create a family of brands, that would allow each of the areas to flourish and communicate directly with the public.”
Blenheim worked with Bottle, a creative, brand PR agency based in Oxford to create the new family of brands.
Colin Cather, Bottle’s Creative Director Bottle, said: “For the team here at Bottle it was a great brief and a pleasure to develop; translating the strategic vision, and historic significance of Blenheim into this new brand architecture – a family of identities that we believe reflects the clarity of purpose of the team, spanning the breadth of their ambitious goals for the future.”