Manchester brand building agency Squad has unveiled a brand transformation for Gretna Green, reimagining the iconic Scottish village beyond its runaway wedding roots as part of an £8m investment.
Working with Executive Chair John Holliday, Squad helped shape a new vision for Gretna Green, known globally for its romantic elopements since 1754, positioning it as a modern “experiential village” for visitors to eat, drink, stay, explore, and, of course, get married.
The creative agency led on strategy, narrative and visual identity, breathing fresh life into a destination that hosts nearly 4,000 weddings annually and has appeared in everything from Pride and Prejudice to Coronation Street. The new brand draws on the themes of passionate love, fiery craft, and Scottish hospitality, blending traditional village aesthetics with modern craftsmanship and local produce.
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Rob Gray, Strategy Partner at Squad, said: “Gretna Green is full of rich, human stories just waiting to be told. We don’t need to make Gretna part of culture, because it already is.”
David Barraclough, Creative Partner, added: “Our challenge was to help shape a cohesive vision that could guide everything—from branding to interior design—as the site evolves.”
The transformation is already underway with the reopening of the Runaways café. A new working blacksmith’s forge and expanded visitor facilities will launch in Spring 2026, celebrating Gretna’s rebellious romantic heritage.
Olly Rolfe, COO at Gretna Green, said: “It’s an incredible moment as we reimagine four centuries of history into a 21st century attraction. Squad has been integral in embedding a new vision at the heart of our redevelopment.”
