Haynes Museum targets family market with Clockworx identity

Haynes International Motor Museum, the largest British collection of cars from around the world, has appointed Clockworx to redesign its identity after a three-way pitch.

The strategy is intended to reposition the Somerset museum as a family destination and build on its reputation as an attraction for motoring aficionados.

‘The museum’s previous identity is very classic, based on a 1930s-type look, and it really alienated some of the family market, it was rather cold,’ says Daniel Smith, managing director of Clockworx. ‘The museum wanted to maintain the classic look, but have it a little bit more friendly. It is supposed to be an evolution, rather than a complete ditch-everything.’

The work has started with the complete redesign of Haynes brochures, corporate packs, prints, leaflets and signage. A website programme will kick off soon.

The strapline: ‘Where motoring comes to life…’ presses home the interactive nature of the museum, which houses more than 340 cars and bikes dating from 1886.