Latitude50
Creating a sector standout with fresh, appealing brand communications.
Services
Brand strategy
Brand identity
Art direction
Copywriting
Design for digital and print
Sectors
Hospitality, travel and tourism
Credits
Photography by Rebecca Rees, illustration by Edward Farley
Cornwall boasts an increasing number of agencies specialising in self-catering holiday accommodation, so to attract new customers it’s vital to stand out from the competition. Latitude50, a holiday letting agency with a focus on coastal properties in north Cornwall, approached us with just this challenge.
A brand identity with coastal character
We fashioned an identity that reflects the brand’s distinctive location and its modern nautical edge. Underpinned by a structured content strategy, we commissioned photography, illustration and film under our artistic direction to create an honest depiction of Cornwall’s coastal beauty, in all seasons.
Enhancing the brand with bespoke illustration
We worked with illustrator and printmaker Edward Farley to create a bank of unique linocut images for Latitude50. These can be used in a supporting role, to punctuate content or as larger visuals to be celebrated. They add extra personality and freshness to the brand, balancing its tone of voice and photography.
Showcasing specialist quality through impactful print
Latitude50’s identity is based on the principle of halves, reflecting not just its name but its role as a facilitator for both property owners and guests. We expressed this through the layouts of branded materials, which feature dividing lines and symmetrical spaces. Across stationery, printed materials and an owners’ guide, we created a sense of quality through specialist papers and print finishes.
Converting online users into long-standing guests
Following an in-depth user experience design process, we created a site that is innovative and accessible, with a user-friendly booking system and inspirational features. Using our concept for the brand tone of voice, we offered copywriting and editing across the site. This means that written content feels consistent with the brand personality and becomes a part of the wider experience.
A rebrand with tangible impact
Following the rebrand, Latitude50 went from strength to strength, winning three prestigious awards in business and tourism. After launch, website sessions increased by 35% compared to the previous year, with page views up by 75%. The new branding has helped to better reflect the company’s place in the market, winning over both new guests and owners – with properties up from 40 to 159 and counting.
