DRAYTON MANOR
Strategic Rebrand and Brand Platform Development
Background
Tribera partnered with Drayton Manor Resort to deliver a full strategic rebrand. We conducted extensive stakeholder workshops and customer focus groups to deeply understand the brand’s current position and future opportunities. This collaboration resulted in a new, sustainable brand world, new design principles and a comprehensive brandbook, all delivered through an agile 12-week process.
Client Challenge
Drayton Manor’s brand was historically positioned around thrill rides, lacking a cohesive identity that reflected its full family offering. The brand needed to evolve to resonate with a wider audience, unify its communications and create a sense of belonging and excitement for all guests. There was also a need to address sustainability and inclusivity as core brand values.
Our Solution
Tribera conducted a full brand repositioning. This included:
- In-depth stakeholder and customer research to inform the new brand direction
- Development of a new brand vision, values (warm-hearted, authentic, vibrant, evolving), and positioning
- Creation of a reimagined logo and refined design principles
- Delivery of a comprehensive Brandbook and consistent tone of voice guidelines
- Fast-tracked rebrand rollout, completed in 12 weeks
- Emphasis on sustainability, inclusivity, and family memories as central to the brand’s new identity
The Results
- A reinvigorated brand direction anchored by a clear purpose
- A new logo and design system reflecting the evolution of the resort
- Brand position shifted to focus on “fun family memories” rather than just thrill attractions
- Comprehensive brandbook and guidelines for consistent application across all communications
- Agile, responsive rebrand process delivered from December 2021 to April 2022
- Enhanced internal and external perception of Drayton Manor as a vibrant, inclusive, and evolving family destination
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