Lancaster brand and design studio Two Stories has created a new brand identity and designed and developed a new website for multi award-winning UK tour company Mountain Goat.
Established in 1972, Mountain Goat offers guided sightseeing tours and holidays, as well as private tours, transport and transfers, across the Lake District, Yorkshire, North Wales, Peak District, Northumberland, and Scotland.
Having developed from a local Lake District bus service between Bowness and Glenridding, to now taking domestic and international customers on tours to some of the most stunning landscapes in the UK, Mountain Goat briefed Two Stories on a rebrand that would reflect its current position in the market, following its record-breaking year.
Mountain Goat’s new identity creates a confident and cohesive brand that adds expression and energy, aimed at attracting a wider audience to the brand’s tours, while retaining and reimagining its iconic goat illustration, to take the business forward to the next 50 years.
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The rebrand focuses on communicating the Mountain Goat’s purpose of taking travellers on a journey of discovery and creating a verbal brand that invites sightseers to be curious, travel, and learn through its strapline Go Explore.
Two Stories also designed and developed a new website to create welcoming and engaging home for Mountain Goat. The studio translated the new brand to the web design and reimagined how its third-party booking system was integrated on the new site to improve user experience and drive more bookings.
Mountain Goat’s new website now allows tours to be booked directly within the page, while always keeping tour availability and up-to-date pricing visible, while a dedicated booking page has been created for mobile users for a distraction free reservation process.
Bekkie Warburton, creative director of Two Stories, said: “Being trusted to reimagine a respected and award-winning brand with 54 years of history is such a privilege. Mountain Goat came to Two Stories to create a brand that would strengthen its position in the market, retain the loyalty of its domestic and international customer base, yet feel fresh enough to attract a new generation of tour goers. This has been a full team project for Two Stories, from brand strategy and tone of voice to visual identity and web development, and we hope this will provide them with a new platform that will allow them to grow for the next 50 years.”
Asia Connor, group sales & marketing manager at Mountain Goat, added: “Our investment in a new website and refreshed brand identity reflects how traveller expectations continue to evolve. Our previous website was well overdue a facelift, and we wanted to bring our booking experience firmly into the future with a more intuitive and seamless customer journey. Alongside this, our rebrand marks an exciting new chapter for Mountain Goat. We wanted to introduce a more refined, contemporary look, while honouring our 54 years of heritage and positioning us for the future. We are delighted with the result and Two Stories have been to work with, collaborative, approachable, and making us feel part of the journey.”
The studio, founded by Warburton and Rob Ellis, also works with a host of national clients including Channel 4, Netflix, Lloyds, The Advertising Association, the London Symphony Chorus, GoShorty, and as well as well-known regional businesses University of Lancashire, OneTwo, Butler Interiors, and Lancaster Business Improvement District.
