Gleneagles
Identity
When Gleneagles was acquired by the Ennismore Group, Brave New World was brought in to implement a revitalised creative vision for the landmark Scottish hotel. Our brief was to reposition Gleneagles as more than just a mecca for golf enthusiasts. The challenge was to reposition the estate as the epitome of contemporary luxury while infused with a strong sense of its glorious past.
Brave New World re-positioned Gleneagles as 'The Glorious Playground’, as a tribute to the estate’s glorious Scottish past while heralding a new era of modern luxury. The new brand identity started with simplifying the current logo and introducing a more tonal colour palette. Each sport on the estate then had sub brands etched in copper to accentuate the plethora of activities available on the estate including: golf, shooting, riding, fishing, archery, falconry and Michelin-star dining. As part of the rebranding process, Brave New World also created the identities for the bars and restaurants including: The Century Bar, The American Bar and Auchterarder 70. The agency also breathed new life into the image of the estate with new estate and lifestyle photography and film. We also created an in-house Gleneagles newspaper and a state-of-the-art website.
