The Old Royal Naval College (ORNC) has appointed Jane Wentworth Associates to develop its brand strategy following a competitive pitch.

The Old Royal Naval College has a long and illustrious history; designed by Sir Christopher Wren in 1699, it’s one of Britain’s most famous landmarks, encompassing some of the finest buildings in the world, including the famous Painted Hall. It's also the architectural centrepiece of the Maritime Greenwich World Heritage site. But in an increasingly competitive environment it is struggling to be understood as a major visitor attraction, and is fighting for space and attention in a heritage site replete with other big players.

The Old Royal Naval College wanted to transform a visit to the ORNC to a ‘must-do’ experience but knew to do this they would need to develop a strong and meaningful brand to help them stand out against all the other Greenwich attractions.

Jane Wentworth Associates was asked to create a brand strategy that will clarify the organisation’s core principles and beliefs, better communicate the USP and offer – and establish an appropriate tone of voice. The project also involves staff engagement allowing employees to ‘own’ the brand, making them ambassadors. All this, while respecting the heritage of the site and needs of the key stakeholders and site partners.

The project will cumulate in a new brand strategy, including a brand vision, values and ‘living the brand’ plan, all designed to help raise awareness and attract new audiences.

Mary Ellen Cetra, the Old Royal Naval College's director of development and communications, says, “The brand strategy work will be a significant step in securing the future of the Old Royal Naval College, supporting our vital mission to conserve outstanding art and architecture and create public benefit and enjoyment now and for future generations.”

Eleanor Appleby, senior consultant at Jane Wentworth Associates adds, “With our specialist sector knowledge and experience we are uniquely equipped to work with organisations which encompass different cultural experiences: the Old Royal Naval College is a spectacular historic site, a recreation space, a visitor attraction and a venue. We welcome the opportunity to clarify its offer and positioning, develop confident messaging and identify key areas for strategic focus so the organisation can achieve its ambitious objectives”