about de Havilland Heritage
Discover the hidden gem of the UK’s aviation history at the de Havilland Museum, where the first Mosquito aircraft was secretly designed.
The museum’s mission is to preserve and communicate the de Havilland Heritage to ensure that current and future generations of all ages will understand de Havilland’s innovative contribution aviation technology. It is run by dedicated volunteers who meticulously restore vintage aircrafts, give insightful visitor tours and talks as well as serve at the cafe and run the social media.
There are been several iterations of rebrands for the museum over the years resulting is inconsistent branding and messaging not giving a unified message.
It is described as a hidden gem, but the desire is to get the name out there and on the map.
As a volunteer led organisation, there is no, one person to take ownership which has resulted in silos of (brilliant) work being done, but not followed through and implemented
The museum has the opportunity to generate more income than just tickets on the door which will ensure they continue to share de Havilland’s legacy
We conducted a thorough review of the existing brand strategy/pre Covid marketing report to assess its effectiveness and alignment with the museum’s long-term objectives. We worked in collaboration with de Havilland for 3 months crafting their brand vision, mission, values as well as digging deep into the target audiences and how to communicate with them and the brand positioning . This purpose was to understand how to resonate with each of the target audiences to attract more visitors to the museum.
We analysed the current brand communication tool, including visual elements (logo, colour scheme) and messaging, to ensure it accurately reflects the museum’s heritage and appeal. Conceptually following into website, printed & digital marketing materials.
Comprehensive Brand Guidelines
With a wide group of volunteers, it was imperative to have comprehensive brand guidelines to follow, in an easy-to-use format that included a breakdown of how and when to use each asset.
Writing the photo brief and liaising with photographer to get a fresh bank of images that each of the diverse target audiences will resonate with.
We examined the value proposition offered to visitors, sponsors, and educational partners, identifying areas for enhancement to increase appeal and relevance and how that translates into the website creating a site map and home page design for the museum to be able to build their own website.
Working with Midnight Blue has been a game-changer for the de Havilland Museum:
Like many volunteer-based organisation we have not been able to keep on top of our brand and the latest marketing techniques; moreover, the museum has a commercial imperative to grow in order to survive.
The Midnight Blue team spent time to really understand our challenges, our Vision and our culture; this helped them to firstly ‘hold up the mirror’ which gave us clarity on what needed to change and challenged our way of thinking. This has helped to breathe new life into our brand and to crafted a powerful narrative that we hope will resonate powerfully with our audience. The brand guidelines will ensure consistency that we have lacked and we are looking forward to the next stage of updating the website to reflect the brand strategy and attract new audiences. I would highly recommend Midnight Blue to anyone who is looking to grow their business or is stuck with what their business needs – they provide the clarity.
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