Milford Watefront Hero Pattern

Milford Waterfront

A flagship brand identity

We consulted with key stakeholders including the chief executive, local trawlermen, retailers and members from Pembrokeshire Tourism. Following this, four focus groups were conducted, honing in on respondents who were taking rural or coastal holidays in Wales.

This research gave us a thorough understanding of the current perceptions of the place and provided an opportunity to test our emerging brand themes with the target audience.

A moment of clarity

The name Milford Marina did not convey the whole experience of the place. We wanted visitors to connect to the energy and opportunities in Milford Haven; to discover a beautiful coastal resort nestled in Pembrokeshire.

We needed a name and a visual identity that captured that connection between sea and land, connecting the brand promise to the place and creating an authentic meaning. This is the essence of any great destination brand.

Setting the new course

We presented our three different naming and positioning concepts, which were richly illustrated. These were tested among stakeholder audiences to find out which one resonated, matching their emotion and ambition for the area.

Going beyond just a logotype, these concepts were supported by name and destination hierarchy, visual language and tone of voice guidelines.