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.
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.
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.
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.
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.
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.