The Auckland Project

Results: Bishop Auckland has since been awarded WorldHost Recognised Destination Status. The Auckland Project has a school of volunteers in heritage apprenticeships and with £50m of contracts already awarded to the site and £130m committed overall the project is already delivering on its role of social, economic and spiritual regeneration. Issue: A once thriving community of coal miners, Bishop Auckland had since lost its sense of identity. As the seat of the Bishops of Durham, the town has a history spanning 900 years with the Castle positioned at the heart of the local diocese. We were tasked to work alongside a visionary philanthropist who viewed the newly acquired castle and contents as a key tool for social, economic and spiritual regeneration. Answer: Working with Auckland Castle Trust, we crafted a vibrant brand capable of flexing the multi-faceted ambitions of both Trust and Destination. To capture the multi-dimensional nature of the offer coupled with the continual development of the destination, The Auckland Project was selected as their name for both trust and destination, united as one brand, with revival the core theme at the heart of their offer. We also developed a naming system for their offerings as well as organising their diverse portfolio of products and services. The identity hinges off their welcome arch, acting as a unifying motif that helped bridge the constellation of various attractions spread across Bishop Auckland.