Winners 2018/Travel & Leisure Silver

Project: Branding The Dell

Client: The Dell

Design: Good

A collection of six self-catering cottages in Scotland’s Cairngorm National Park, The Dell is an inviting place to stay. But uninspiring branding and a cumbersome, dated website were holding the business back.

In a drive for growth, The Dell relaunched with an emotive new brand identity and website and its outlook widened immediately, transforming it from a holiday home to a highland getaway experience and enabling a 22% price increase.

The focus on its iconic oak tree and swing sought to capture the location’s authenticity, while the simple font looked to appeal to corporate and formal opportunities. Backed up by the memories ‘Made at The Dell’ messaging and a reimagined, intuitive website, the customer experience became much more appealing and approachable.

Following the relaunch, sales increased by 36% and The Dell has outperformed the market by 30.7%. Web traffic is up by 101%, and three full time members of staff have been hired to keep up with demand.