True North delivers Holker Group identity

True North has delivered the identity for Holker Group, a collection of businesses owned by the Holker Estate in Cumbria.


Appointment directly in March 2010, the consultancy sought to create a unifying identity that could represent the tenants, which include Cartmel Racecourse, Holker Hall & Gardens and three holiday parks.

The businesses are spread out across land owned by the Holker Estate, run by the Cavendish family of stately home Holker House.

True North creative director Ady Bibby says the businesses, their audiences and stakeholders have been engaged before an identity was designed that balances the ‘ambition’ and ‘creativity’ of each company.

The new identity takes its inspiration from a serpent found on a tile in Holker House fire place – a symbol which is also referenced in the Cavendish family crest.

This is also an appropriate metaphor, according to Bibby, who says, ‘The businesses are reinventing themselves just as a snake sheds its skin.’

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