RICHMONDS COACHES

THE CHALLENGE

"Help a company founded in the 1940s and designed in the 1970s look like the 21st century transport organisation Richmonds actually is."

THE ORGANISING IDEA

"An identity that reflects classic service values applied to cutting edge vehicles."

DELIVERABLES

Visual Identity, mark and design system, marketing collateral, communications and brochures, new transactional website.

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Richmonds Logo
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Richmond’s Coaches is a successful, family owned business that has served its customers well for almost 80 years, through a combination of experience, strong service credentials and continuous investment in its fleet.

 

Its challenge was that with a brand that had not been refreshed for a number of years, the company didn’t look like a contemporary business. Its look and feel did not convey strong technology credentials or professional expertise. Nor the fact that its coaches were amongst the most modern and innovative in the market. Overall the organisation looked more than a little old fashioned. The company wanted to maintain its strong

(traditional) approach to customer service but at the same time reflect the entrepreneurial drive that made them the leader in the region.

 

Further, this approach had to work for numerous audiences that reflected the multiple travel sectors that the company operated in - from coach holidays through school contracts, from business commuting services to one-off commissions, and from days out through to local bus services.

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Brochure Design
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Whistlejacket worked with the Richmonds brand team, the company leadership and staff from across the organisation to narrow down a set of brand values (premium, personal, seamless and dynamic), tonal vales (confident, courteous and warm) and a new company manifesto that everyone could get behind. 

Whistlejacket worked with the Richmonds brand team, the company leadership and staff from across the organisation to narrow down a set of brand values (premium, personal, seamless and dynamic), tonal vales (confident, courteous and warm) and a new company manifesto that everyone could get behind. 

Whistlejacket worked with the Richmonds brand team, the company leadership and staff from across the organisation to narrow down a set of brand values (premium, personal, seamless and dynamic), tonal vales (confident, courteous and warm) and a new company manifesto that everyone could get behind. 

Whistlejacket worked with the Richmonds brand team, the company leadership and staff from across the organisation to narrow down a set of brand values (premium, personal, seamless and dynamic), tonal vales (confident, courteous and warm) and a new company manifesto that everyone could get behind. 

Whistlejacket worked with the Richmonds brand team, the company leadership and staff from across the organisation to narrow down a set of brand values (premium, personal, seamless and dynamic), tonal vales (confident, courteous and warm) and a new company manifesto that everyone could get behind. 

We then developed a new identity, mark and design system for Richmonds that we applied to marketing collateral, communications and brochures. Next steps are to see the identity launch through the fleet - and to apply the identity to a completely new commercial website and on line booking portal that we are both designing and building.

ALL PROJECTS