Silver Leopard Case Study
Wedgwood
Experience
Expressive
Living
Bringing
Wedgwood
to life
Silver Leopard brought an exciting 360° approach to the visitor centre vision. We briefed the team on a visitor centre and received an exciting through-the-line branded visitor experience that approached the project with the customer journey at the heart of the communication and delivery.
Chris Perkins
Head of World of Wedgwood
Over an 18 month period we developed a vision and concept into reality.
— Master planning
— Brand strategy and naming
— Experiences
— F&B
— Advertising
— Marketing comms
— Digital comms
— Wayfinding and signage
— Sculptures
Marketing and
advertising
Our involvement covered:
— Audience insight
— Customer journey
— Visual language
— Advertising copywriting
— Print
— Digital
The advertising was designed to celebrate the product, process and experience the viewer has with Wedgwood. We led with the copy-line Experience Expressive Living supported by many other messages depending on how, where and when the adverts were used.
A marketing tool kit was created that worked across all platforms and for all audiences. We kept a very clean and confident layout with a colour palette from the jasper range.
Explore. Taste. Create.
We created the new World of Wedgwood website. A clean template was used for easy navigation. The key words Explore, Taste, Create become the headings for the experiences maintaining a consistent language throughout all marketing materials.
Mastering the
art of a dining
experience
We created three offers for the audiences with varying degrees of service from the high-end restaurant to the super cool Dining Hall which is a more chilled environment reflected in the service and furniture.
—Wedgwood Tea Room
— Wedgwood Tea Emporium
— The Dining Hall
The Wedgwood Tea Room became the benchmark for the Wedgwood brand as it began to roll-out the concept in destinations worldwide.
We designed and created the guidelines and materials palette for Wedgwood Tea Room offer.
The Factory Tour
Our involvement covered:
— Master planning
— Naming
— Identity
— Visual language
— Environments
— Graphics
— Photography
— Film
The Wedgwood Factory tour presents a multi-sensory educative experience celebrating the Wedgwood processes, the community and allowing visitors to get up close to the craftsmen at work.
The tour offers an in-depth view of all aspects of ceramic production including casting, figure making, decorating and hand painting, ornamentation and gilding.
Info graphics are located at many stops along the journey helping to provide a deeper dive into the world of Wedgwood and the history around location, communities and processes.
Our approach was to maintain a technical language to design and to bring storytelling to the forefront through film and photo shoots. We captured the factory and craftsmen in action and the many processes involved.
Placemaking
and installations
Our involvement covered:
— Naming
— Concepts and sketches
— Design
— Production planning
— Installation management
The 1,200 plates that form Josiah Wedgwood are taken from Wedgwood’s existing collections. Each plate is 170mm in diameter using 18 bespoke colours creating the nine by six metre portrait installation.
This oversized installation is inspired by Sir Joshua Reynolds’ iconic 1782 portrait of Josiah Wedgwood.
Placemaking is the approach to the planning, design and management of spaces. We looked at ways to engage and place interactives where people would congregate.
The same approach was taken through to the outside spaces where large scale willow sculptures were designed and created.
Each World of Wedgwood offer was given a logo for marketing, signage and journey planning purposes.
