Building a new identity from 571 years of character
Middleton Castle is a historic family home in the Norfolk countryside, reimagined as a place for stays, gatherings, weddings, events and productions.
As the castle moved into a new chapter, its identity needed to do more – bringing greater clarity, character and flexibility to the way it presented itself across different audiences and occasions. Covers was commissioned to create a complete brand system rooted in the stories, details and wonderful irregularities that make Middleton Castle unlike anywhere else.
Client: Middleton Castle
Location: Norfolk, UK
Scope: Brand strategy, brand identity, art direction, touchpoints
571 years of character, brought into one identity
The process
The project began where many stays at Middleton Castle begin: with a tour from owner Tom.
Walking through the house and grounds revealed the details that give the castle its character – softened stonework, gargoyles, family stories, textures and colour. That became Wonderful Character: an identity built around celebrating the castle’s irregularities rather than polishing them away.
The visual system grew from the place itself, combining an M & C monogram, a ram’s head drawn from the castle’s lineage, and colours and textures inspired by the building and landscape. Together, they created a flexible identity that could speak to different audiences while still feeling unmistakably Middleton Castle.
Shaped through conversations with the client, the system balanced heritage with a more contemporary, characterful expression.
The results
We delivered a complete brand system where previously there had been little more than a logo – giving Middleton Castle a clearer story, a richer visual language and the flexibility to speak to different audiences at different moments.
That system extended into the details people actually encounter. Stationery, postcards and printed touchpoints brought the identity into the hands of owners and guests, with foiled cards adding a quiet touch of elegance without losing the warmth and individuality of the wider brand.
Since launch, the identity has given the castle a more distinctive and consistent presence while leaving room for its character, and its next chapter, to keep unfolding.
Kind words from Tom:
“Entrusting someone with the story of a family castle is no small matter (for us), which is why we were so delighted to work with Adam. We have received wonderful feedback since the launch, and we could not be happier with the result. Working with Adam was an absolute pleasure, and I would recommend him without hesitation to anyone looking to create a distinctive and authentic brand presence.”
Thomas Barclay
Owner, Middleton Castle
Project credits.
Client: Middleton Castle
Location: Norfolk, England
Scope: Brand strategy, brand identity, art direction, touchpoints
Copywriting: Elli Stühler
Motion design: Sayeed Islam
Studio photography: Stuart Brooks
Print: IST Printing
Images shown include photography by Simon Hird and Joe Hall
