Lowender Peran, Cornwall’s long-established international festival of Celtic music and dance, were going through an organisational transformation, changing their structure as they emerged from covid-19, their overall remit and offering, and their location.
As part of this, the Lowender board wanted to develop three interlinked strands of work: a new brand that would reflect their evolving outlook and market position; a new website that would show off the programme and improve the ticket booking process for users; and develop a marketing strategy for growth and reach that would act as a baseline for their new Marketing Officer.
With a brand initially established in the 1970s, and a well-established and loyal fan-base, we knew that developing a new brand was going to need to be sensitive and thoughtful. Lowender needed to bring their existing audience with them, whilst developing a brand that would be friendly, fun, interesting and approachable – thereby opening the door to Cornish culture to new audiences.
We held several discovery and exploratory sessions with our copy and graphics team to establish the board’s priorities and sense of where they felt the brand was headed. With three initial directions to explore, we then opened up a feedback survey for Lowender’s stakeholders so that we could gain a broader sense of reaction to these avenues. Synthesising the feedback over a period of gradual development, we ended up creating a brand that prioritised colour, movement, approachability and interest, and in reusing the distinctive triskele (spiral), this gives a significant nod to the previous brand.
We worked with the Lowender team to develop a structure for the website that prioritised the user, making information simple to find across the website.
What happened next?
Lowender’s new brand is now in action across their online platforms and website as the team recently undertook the first festival with their new brand, and only their second festival in Redruth.
With overwhelmingly positive feedback, we feel proud to have been entrusted with the rebrand of such a central part of Cornwall’s cultural scene and can’t wait to see Lowender go from strength to strength.
With ticket sales ahead of where they were last year, we’re pleased to see the overwhelmingly positive reaction both internally and externally to the brand.