Bath-based creative marketing agency Mr B & Friends has created a new identity for the The Cheltenham Trust, the organisation responsible for managing and operating some of the Gloucestershire spa town’s iconic cultural venues.
The agency won the task to create the new look in a competitive pitch last year. 
The Cheltenham Trust manages Cheltenham Town Hall, The Wilson Art Gallery & Museum and the Pittville Pump Room, as well as running Leisure at Cheltenham, the Prince of Wales Stadium, tourism and the Tourist Information Centre.
It plays a major role in developing the town’s recreational offer through culture, heritage, sport, play and performance and builds on its brand of a town where people are inspired to experience and take part in both leisure and cultural activities.
The core identity devised by Mr B & Friends is based on a series of doors opening against brightly coloured backgrounds, featuring images which link the different venues. Ink bursts, water splashes, theatre lights and painted surfaces all show the variety and energy of the spa town. The agency has created brand guidelines and a simple online presence (http://www.cheltenhamtrust.org.uk/) to go with the identity, which will also be applied to all social media channels and literature.
Mr B & Friends creative director Steve Richardson said: “All venues have doors. But not all doors are as exciting as these. With this identity we have created a doorway that encourages exploration of what the trust has to offer for both locals and tourists, welcoming people to experience the vast array of cultural events, heritage opportunities, performance, dynamic sports and play opportunities and well-being that Cheltenham has to offer.
“Essentially what we have created for The Cheltenham Trust is a multi-faceted identity system with a series of 'reveal' identities which allows the Trust to tailor each presence according to the venue, subject or communications medium, keeping the brand fresh and relevant at all times. This identity never stands still. It’s a living, breathing thing which can build and develop as more venues or events come on board.”
The Cheltenham Trust CEO Julie Finch added: “It has been a pleasure to work with Mr B & Friends. They have worked hard to draw out what defines our brand and what the new trust is all about. We are here to enrich people’s lives, our identity will literally open doors to ensuring that more people, more of the time, engage with the Cheltenham Trust.”
Formed in 2006 by Simon Barbato, Mr B & Friends works with major businesses and organisations such as the BBC, Institute of Financial Planning, Bath Rugby and Cow & Gate.
