Poke has completed its rebrand of Liverpool Cathedral, as it marks its centenary year.
The Liverpool agency was appointed to the brief at the end of last year, with one of its key tasks being to honour its cultural and historical legacy, while bringing digital technology into the building.
“The rebrand is all about representing the venue’s desire to communicate that each visitor has their own unique experience; all they need to do is look up and encounter the cathedral experience in their own way,” explained Mark Harrington, Poke Creative Director.
“We wanted the brand to reflect that the cathedral is all about people and a sense of belonging for the community and visitors alike.”
Liverpool-based Poke explained that as well as providing a new look and feel, it implemented a tone of voice and “sophisticated” customer value proposition. There’s an animated 3D logo and customer-centric website.
“We are honoured to have had the opportunity to collaborate with Liverpool Cathedral on this journey. Working extremely closely with the internal team, our goal was to honour the cathedral’s legacy while ensuring that its brand remains vibrant and appealing to diverse audiences,” added Nicola Docking, Managing Director of Poke.
“The result is a blend of tradition and modernity that we believe will resonate with the many stakeholders this important venue needs to engage with.”
The cathedral welcomes in excess of 800k visitors each year and in additional to being a place of worship, it also has an arts and events programme.
“The rebrand captures Liverpool Cathedral perfectly reflecting our past, while providing a platform for us for the future. We believe it works brilliantly as through its development Poke got to fully understand us, our values and aspirations. So, this brand reflects the fact we are diverse, eclectic, innovative and welcoming,” said Stuart Haynes, Director of Communications at Liverpool Cathedral.
“We feel that through refreshing our brand we can engage with new and more diverse people and through it we can welcome new worshippers and visitors to look up and discover the splendour of the building and the fantastic history within our walls. Having the rebrand for our centenary year reinforces our position as a cultural landmark which we hope contributes to increased engagement and awareness of the cathedral.”
Poke won the brief after an 18-way pitch process.
