Redefining one of London’s
oldest livery companies

The Worshipful Company of Saddlers is a non-profit livery company, established more than 800 years ago and dedicated to saddlery, equestrianism and education. We were commissioned to redefine their strategy, branding and website, bringing it into line with the modern world while still making the most of their prestigious heritage.

Charity: Strategy + Branding + Website + Print

Reframing more than 800 years of history

To kick off the project, we ran several workshops with the client’s steering committee, aimed at defining their new strategy and proposition. We also conducted a brand audit to identify potential areas of opportunity where we could improve the livery’s contemporary relevance.

Taking inspiration from the building

Moving from strategy to brand identity, we developed a wordmark for the company, which until that time had been functioning without one. We created a clean and contemporary wordmark that incorporates a subtle nod to the heritage of their headquarters building.

Previous versions of the coat of arms in use

Refining the coat of arms

With multiple versions of their coat of arms previously in use across the company’s communications, we redrew the element and rendered it in one colour, to improve clarity, consistency and legibility.

Recontextualising the visual assets

In its newly refined form, the coat of arms soon became a key design asset. We used it in dynamic crops throughout their digital and printed collateral, lending the historic company a more contemporary look while still retaining its heritage.

The Worshipful Company of Saddlers Annual Review cover

Transforming their existing elements

Exploring the possibilities of repurposing their existing brand elements, we took the palfrey (a small horse from their coat of arms) and transformed it into an embossing seal for use on equestrian certificates, event invites, corporate material and social media icons.

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