An enticing new place brand of untold hidden gems

Wealden is one of the most picturesque districts in the South East, home to dramatic coastlines, ancient woodland, rolling countryside, vineyards, historic landmarks and thriving local communities. Yet despite its appeal, awareness of the destination remained low among prospective visitors.

Research revealed a common challenge. While people valued the area’s natural beauty, many struggled to understand what a “Wealden” experience actually was. The district lacked a clear identity, had limited recognition compared to neighbouring destinations, and was competing with well-established tourism brands such as Brighton, Eastbourne, Lewes, Kent and the Cotswolds.

At the same time, Wealden District Council wanted to attract a different type of visitor. Rather than pursuing volume tourism, the ambition was to increase awareness among more discerning audiences who value authentic experiences, stay longer and contribute more to the local economy.

The brief was to give Wealden a clearer identity as a visitor destination. The new brand needed to help people understand what the area had to offer, stand out from neighbouring tourism brands, and provide a shared platform that local attractions, businesses, and tourism partners could get behind.

We began with a comprehensive discovery and strategy phase, reviewing existing tourism research, visitor insights and destination marketing activity. Alongside this, we conducted a detailed competitor analysis to understand how neighbouring tourism brands positioned themselves and where Wealden could stand out.

Across the research, the same themes kept appearing. People talked about the landscape, the open countryside and the feeling of escaping somewhere less crowded and less commercial. Unlike many neighbouring destinations, Wealden wasn’t defined by a single attraction or landmark. Its appeal came from the variety of experiences spread across the district, from vineyards and historic villages to walking trails, wildlife and coastal scenery.

The strategy focused on two key audience groups: Country-loving Traditionalists and Aspirational Family Fun visitors. While different in profile, both groups shared a desire for authentic experiences, outdoor exploration and meaningful connections with places they visit.

From this work, we developed a central positioning built around exploration, discovery and the richness of the Wealden landscape. The resulting messaging framework organised the destination around three core pillars:

• Explore our nature
• Discover our places
• Experience our culture

Together, these created a coherent narrative that encompassed everything from coastal walks and vineyards to historic villages, local food, and cultural experiences.

The new brand was built around the idea of exploration. Rather than asking people to simply visit Wealden, it invited them to discover it for themselves.

The name “Explore Wealden” reflected this shift. It captured the sense of curiosity and independence that emerged throughout the research and aligned naturally with the area’s mix of landscapes, attractions and experiences.

The value proposition was simple:

“In the heart of Sussex lies an inviting and diverse landscape of untold hidden gems, just waiting to be found.”

The visual identity was designed to reflect the variety of experiences available across the district. Rather than relying on a single landmark or attraction, the logo incorporated a collection of illustrated symbols representing wildlife, history, walking, cycling, winemaking, dark skies and literary heritage. Together, these elements formed a distinctive marque that captured the region’s richness and diversity.

A natural colour palette inspired by forests, downland, chalk cliffs, heathland and open countryside reinforced the connection to the landscape, while immersive photography highlighted both the scenery and the people enjoying it.

To support long-term adoption, we created a comprehensive brand system that includes messaging frameworks, tone-of-voice guidance, identity standards, and a series of supporting brand extensions. These included provenance badges, cultural initiatives and tourism experiences such as the Wealden Wine Trail, helping local businesses and attractions become active participants in the destination story.

Explore Wealden provided the district with a clear and distinctive tourism identity capable of bringing together a broad range of attractions, experiences and stakeholders under a single strategic vision.

The new positioning shifted the conversation away from individual attractions and towards a richer, more emotional destination story centred on discovery, authenticity and connection with nature. It gave tourism partners a consistent platform for communication while helping visitors understand what makes Wealden different from neighbouring destinations.

Most importantly, the brand created a scalable foundation for future tourism development, enabling the district to raise awareness, attract higher-value visitors and build greater pride in the place among residents, businesses and partners alike.