Brand Implementation

What we did

Baylight Morecambe is a free light art trail and community parade held annually along the Morecambe Promenade. Launched in 2023, the festival aims to brighten the winter months with vibrant light installations from local, national, and international artists. The event not only offers visual delight but also fosters community engagement through interactive exhibits and participation opportunities.​

The Challenge

Morecambe, like many coastal towns, experiences a lull during the winter season. The challenge was to create an event that would attract visitors, boost the local economy, and uplift community spirits during this quieter period.​

The Solution

Strategic Planning

Organizers collaborated with local councils and community groups to plan an event that would be both impactful and sustainable. Funding support from Morecambe Town Council, Lancaster City Council and Lancashire County Council was secured to ensure the festival’s success.​

Creative Execution

The festival featured a trail of illuminated artworks along the promenade, showcasing pieces from a diverse range of artists. Interactive installations and a community parade encouraged active participation, making the event inclusive and engaging for all age groups.

Community Engagement

Local volunteers played a crucial role in the festival’s execution, from setting up installations to guiding visitors. Workshops and educational programs were also organized to involve schools and community members in the creative process.​

The Results

The inaugural Baylight Morecambe festival in 2023 attracted over 10,000 visitors. Building on this success, the 2024 event saw an estimated 28,000 attendees, generating approximately £460,000 for the local economy. The festival not only revitalized the town during the off-season but also established itself as a key event in Morecambe’s cultural calendar.

Conclusion

Baylight Morecambe has successfully transformed the winter landscape of the town, bringing light, art, and community together. With plans underway for future editions, the festival continues to shine as a beacon of creativity and collaboration.

What we did

Boundary needed more than a new look. It needed a clear identity. We led a full brand refresh. Our goal was to simplify the offer, strengthen the story, and build a brand that worked across every channel.

The Challenge

The brand felt old and disconnected. The message wasn’t clear. The visuals didn’t match the product’s value. The in-store experience lacked impact. As a result, the brand wasn’t standing out.

The Solution

We rebuilt the brand step by step.

Step 1: Strategy and Story
First, we focused on the brand’s foundation. We defined a clearer offer. Then, we shaped a stronger story that felt honest and direct. This helped the brand connect with its audience.

Step 2: Visual Identity
Next, we updated the logo and design system. We chose fresh colors, clean fonts, and simple layouts. We also gave the brand a new voice — one that was clear, bold, and easy to understand.

Step 3: Full Rollout
After that, we brought the brand to life across every touchpoint. This included:

• Ads and campaigns

• In-store signs

• Social media posts

• Photos and videos

• Product styling

Each piece matched the others. The message stayed strong and clear.

The Results

In the end, this was more than a redesign. It was a full reset. Boundary no longer felt like an outlet. It became a true destination.

Today, the brand looks sharp and sounds confident. It works across all channels. And most importantly, it stands out.

What we did

Selfridges marketing – from the development of the black and yellow identity through to the world renowned window displays, the iconic photoshoots, the ground breaking events and the positioning of the store in the national consciousness, we worked on it all. As leaders of a team of over 50 people, we took Selfridges from being a dusty old department store at the wrong end of Oxford Street to being a glittering emporium where anything could and did happen. It continues along the path that we set to this day, although many would say that it is not quite the dynamic, inclusive destination that it was between 1993- 2005.

However, from it we bring the skills that drive Apparatus: limitless creativity; the ability to breathe life into tired brands; an understanding of the consumer and what drives them; the instinctive need to think differently and the energy to make anything happen. When you’ve received that kind of training in your career, the opportunities are limitless.

What we do

This is a rolling project – we begin the next Expo as soon as the previous one is broken down. Every year we take learnings from the event which has helped the Expo to grow quickly since the idea was first established in 2015.

At Apparatus we develop the branding, signage, promotional material, and print. We work as an extended team with the Chamber of Commerce to help develop the event itself and we also manage other local media partners to ensure this is a community project that is shared fairly. These include photographers, videographers, print suppliers and a social media partner. Exciting plan are afoot for 2019 with an expanded footprint to cater for increasing demand from new exhibitors who have been attracted by the Expo’s renowned success.

What we did

We worked alongside the internal marketing and creative teams to bring a fresh approach to a tired English brand both as a creative agency and as marketing support based in-house for a period of 12 months.  Following the development of a comprehensive marketing strategy, the company was rebranded and the new identity was implemented across the organisation. New products with innovative packaging were designed and developed on behalf of both Wax Lyrical and the retailers that it is contracted to. Other collateral included graphics for trade exhibition stands, in store window displays and presentation materials for use by the sales teams, ensuring the organisation continues to grow and thrive.

What we did

Surprise and delight, with quirky concept and ideas while maintaining marketing communication which are on brand.