Client: St Aubyns
Date: May 2015

Ensuring this iconic Cornish landmark communicates effectively to its various audiences, across all channels.

St Aubyn Estates is a 600-year-old Cornish enterprise. Still family owned, it has an impressive variety of commercial operations, including a hotel and restaurant, holiday cottages and the iconic St Michael’s Mount. We’ve worked with the company for over three years to create an overall parent brand. Our project to brand and re-market the famous island represents the culmination of this work.

The St Michael's Mount logo above the National Trust and St Aubyn Estates logos.

Printed material

Having created a new logo for the overall St Aubyn brand, we went on to design a range of marketing materials, including stationery, brochures, adverts and a website for St Michael’s Mount. These materials carefully reflect the quality and heritage of the brand while marking the island as individual.

Three leaflets for St Michael's Mount in different languages.
The inside of the fold-out St Michael's Mount leaflet.
The Sail Loft word mark lasered onto wood and stamped onto a piece of paper.
A wooden sign for the Sail Loft, with the logotype laser-etched onto wood.
A painting of St Michael's Mount, a tiny island crested with a castle.

Signage and wayfinding

Another important element of the project was an audit of the Mount’s signage and wayfinding. We went on to apply the St Michael's Mount branding to navigational elements and information boards, ensuring that signs and directions were visible and clear, and that the brand experience was cohesive and immersive.

The car park at St Michael's Mount, with the mount visible in the background.
A woman looking at an information sign on St Michael's Mount.
A sign on a gate on St Michael's Mount.


After a series of brand workshops we came up with the strapline ‘Through Time & Tide’, which referenced not only the Mount’s unique location but also the challenges the people living there face daily. This line became our brief for all work as we sought to weave it through all forms of digital content. 

St Michael’s Mount’s new responsive, mobile-friendly site allows for regular updates, making it easier for visitors to check tide times before walking the causeway from the mainland. Since its relaunch, the website has seen a 33% increase in visitors.

Notes on a whiteboard as part of the St Michael's Mount branding process.
'Through Time & Tide.'
The gardens page on the St Michael's Mount website, mocked up on mobile.
The St Michael's Mount website navigation mocked up on mobile.
The St Michael's Mount what's on page mocked up on mobile.
The St Michael's Mount history and legends page mocked up on iPad.
The St Michael's Mount website navigation mocked up on iPad.
The St Michael's Mount website causeway opening times page mocked up on iPad.
The St Michael's Mount website gardens page mocked up on tablet.
The St Michael's Mount website homepage.

Film and animation by Callum Shone.