The client

Built in 1815 on the banks of the River Avon in Bath, Britain’s oldest lido is a lido like no other: understated, elegant, magic. Following years of neglect, Cleveland Pools reopened in 2022 thanks to the determination of local volunteers and with support from the National Lottery Heritage Fund.

The challenge

Through the implementation of a new brand identity, the Trust intended to reignite interest in the project and elevate its status to sit alongside other key landmarks in the city. We aimed to capture its social heart and ethereal qualities; building a brand identity that felt both accessible and arresting.

Our strategic platform aligned volunteers and staff behind three key principles: 'open to all', 'naturally charming' and 'for the greater good'. This platform acted as the basis for a refreshed visual identity, using natural textures, colourful collages and creative copy to capture the spirit of the Pools; nestled in nature, brimming with history and bristling with life.

Illustrations by Mioe Studio

The outcome

The launch of the new identity led to an all-time high in interest, social media engagement and volunteer numbers. Following a £9.3 million renovation, the Pools reopened in 2022, welcoming visitors back for the first time in over 38 years.

Awards

Marsh Award for Museum Learning 2021
Winner

Thanks

Illustrations by Mioe Studio

Pools photography by Anthony Brown

Portraiture and nature photography by Liz Seabrook

Motion by David Phelps