Shrewsbury Flaxmill Maltings

Brand strategy for a new heritage attraction celebrating the skill and ingenuity of 18th century Shropshire communities.

The brief was to develop a brand narrative, proposition and tone of voice and create a new visual identity as part of a regeneration project which will see the Maltings become a flagship for thoughtful, modern, multi-use regeneration of heritage buildings.

Using English Heritage’s plentiful research about the original building, the people who used it and what they created, we crafted a strategy to communicate that this iconic monument of the industrial revolution is now ready to embrace its third century of use; becoming a vibrant place to learn, work, socialise and live once again.