St Michael's Mount
Helping this iconic landmark tell its story and capture imaginations, online and offline.
Services
Brand strategy
Brand identity
Copywriting
Design for print and digital media
Signage and wayfinding
Sectors
Estates, attractions and buildings
Hospitality, travel and tourism
Credits
Illustration by Livi Gosling
St Michael’s Mount is the stuff of legend: a mythical landscape, an island home, and a leading Cornish destination. After rebranding the island’s parent company, St Aubyn Estates, we moved on to consider the Mount itself. This included a comprehensive overhaul of its wayfinding, stationery, brochures and website.
A brand with spirit
Having created a new logo for the historic St Aubyn Estates brand, we went on to design a range of marketing materials for St Michael’s Mount. These needed to reflect the quality and heritage of the brand while marking the island as individual.
Intuitive wayfinding
As a destination with high footfall, signage and wayfinding is an important part of the brand and customer journey. We carried out an audit before applying 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 smooth and immersive.
Through Time & Tide
Our creative work was anchored in the concept ‘Through Time & Tide’, referencing the Mount’s unique location and islanders’ endurance. This strapline became our guide, as we wove it through all forms of digital content, including a new website. Because St Michael’s Mount struggled most with high demand, we introduced intuitive navigation to make it easy for users to find information. A refined user journey has reduced enquiries while also promoting pre-booking and online sales. This helped support the island through its busiest season to date, as visitor numbers to Cornwall reached unprecedented levels.
