Refreshing a visual identity and producing a new website to reposition the venue for a expanding audience.
Floral Pavilion
Services
Creative Direction
Brand Identity
Web Design
Marketing Design
Role
Design Lead
Agency
Cog Design
Floral Pavilion is a multi-purpose venue in the Wirral hosting a vibrant mix of events, set against a historic seaside backdrop. Originally built in 1933, it has since been refurbished to serve a modern audience.
I led the refresh of the Floral Pavilion’s visual identity and redesign of the website with the aim of revitalising the brand, and positioning the venue as a welcoming destination for an expanding audience.
The previous identity and website were overly corporate that didn’t reflect the energy or versatility of the modernised venue. The design lacked personality and users were often frustrated that hindered both ticket sales and venue hire enquiries.
Nodding to the venue’s heritage, we developed a contemporary and elegant visual identity.
To better understand the Floral Pavilion's wide range of users, I led a client workshop focused on audiences. This revealed a wide mix of visitors, from local families to seaside tourists, to those planning a night out. Therefore the need for a site that communicates warmth, fun, and occasion, while remaining practical and accessible.
The first phase of the project was to update the visual identity and create a set of brand guidelines. To give a nod to their heritage and reflect the sense of occasion and elegance of the venue’s events, we selected a refined typeface whilst being inviting and accessible. We maintained the distinct wave motif, inspired by the venue’s architectural design and coastal setting. The existing colour palette was expanded to ensure it was flexible, cohesive and accessible to implement on the website.
Capturing real moments with real people, we chose to commission a video to capture the vibrant spirit of the venue in action.
For the design of the website, it was important to show real people enjoying the venue, capturing audiences in the different spaces for different reasons, and supporting these visuals with an inviting tone of voice.
On the homepage, we commissioned a video to capture that energy. Paired with blocks below that reflected different audiences and occasions whilst creating pathways into the three core areas of the venue.
Built for every kind of visitor after our audience research revealed diverse needs. The identity and site now speaks to all, from families, night-outers to bride and grooms.
We developed a flexible design system that could scale with the needs of the venue. This modular approach allowed for consistent styling, efficient handoff, and easy future updates.
The updated identity now supports the experience of visiting the Floral Pavilion, appropriate to the versatility of the venue in a way that feels fresh. Similarly the website now speaks directly to Floral Pavilion’s diverse audiences, providing both information and builds excitement.
