Greenspace brands the ‘Home of the Driven’ for Escapade Silverstone
Escapade Living, a type of destination developer that aims to combine luxurious hospitality with authentic experiences, refreshed the identity of Escapade Silverstone. Built on the edge of the UK Silverstone race circuit, Escapade Silverstone will allow motorsport enthusiasts to enjoy a close-up viewing of the racing.
Escapade Silverstone commissioned creative agency, Greenspace, to refine its brand strategy and identity in order to bring greater focus on its positioning as a high-performance lifestyle brand. The aim of the rebrand is to appeal to its target audience of like-minded people that share a passion for motorsports.
Greenspace developed the brand idea, ‘Home of the Driven’ to encapsulate the high-performance ethic of the target audience. The ‘Home of the Driven’ idea is brought to life through a one-minute film created by Greenspace and film production partner Wonderhatch.
“The Escapade client has a fantastic understanding of its customers due to a shared passion for high performance lifestyle. Our brand idea is a direct response to their insights,” says Greenspace strategy director Lene Nielsen.
For the Escapade brand identity, Greenspace drew inspiration from the client’s own work and crafted the Escapade logotype to reflect the grid markings found on race tracks. The hand-drawn letters are equally proportioned with the aim of evoking long straights and corners.
“We wanted to create a refined logotype that looked precise and elegant, with just a hint of motorsport iconography contained within the Es at the start and finish of the name,” says Lee Deverill, Greenspace creative director.
The new brand identity is being rolled out across the Escapade website, customer brochures, site hoardings and a guest viewing platform in time for the British Grand Prix. The Escapade Silverstone brand will be applied to a suite of high-performance cars along with expert driver and track tuition that will be offered for customers looking to improve their track mastery.
“We are excited to be able to host our customers at Escapade Silverstone for the British Grand Prix, and give them a real sense of what it feels like to be part of the ‘Home of the Driven’. Greenspace understands fully what we are about and we’re delighted with their work for us, this is just the start,” says Escapade Living CEO, Will Tindall.