Case Study: Hopetoun

Elevating a Scottish icon through strategy, creativity, and vision

The Challenge

Hopetoun stands as one of Scotland’s most prestigious heritage destinations — a place of history, nature, and cultural importance. Yet even the most storied organisations must evolve.

Recommended by Scottish Enterprise, IDEAS were invited to help Hopetoun reimagine its brand for a new era — ensuring its heritage and values continued to shine while unlocking modern opportunities for growth, collaboration, and community engagement.

This was more than a design project. It required a comprehensive review of business structure, a brand evolution strategy, and the visualisation of new strategic partnerships and revenue streams — all while safeguarding the integrity of Hopetoun’s legacy.

Our Solution

IDEAS approached the project with both sensitivity and boldness — crafting a holistic brand experience that unified every touchpoint, from internal communications to global visibility.

Immersive Discovery

We began by fully immersing ourselves in Hopetoun’s culture and operations, engaging with its leadership, teams, and stakeholders to understand its vision, values, and challenges.
Our discovery process explored the balance between heritage and innovation, identifying ways to evolve the brand without compromising authenticity.

Brand Design & Identity

Our design team developed a new brand identity and core messaging that distilled Hopetoun’s character — elegant, confident, and grounded in Scottish heritage.
The identity was applied consistently across all media:

• Website and digital platforms

• Advertising and PR materials

• Signage and visitor communications

• Merchandise and uniforms

This ensured a seamless, cohesive experience — from the first digital encounter to the physical visitor journey.

Strategic Growth & Visualisation

IDEAS proposed and visualised a series of ambitious, future-focused initiatives through the IDEAS Brand Evolution Strategy — later recognised by Scottish Enterprise as best-in-class.

These forward-thinking concepts included:

• High-profile rock concerts and cultural events

• Nature trails and outdoor experiences

• Conference and hospitality facilities

• Film and media location partnerships

• Farm shops, cafés, and retail concepts that strengthen community connection

Each idea was carefully aligned with Hopetoun’s mission and operational capacity — designed not only to diversify revenue streams but to extend the brand’s influence on national and international stages.

Integrated Cross-Media Marketing

IDEAS executed a comprehensive on- and offline marketing and PR campaign, ensuring brand consistency across:

• Digital and print media

• Environmental and event signage

• Press relations and promotional campaigns

• Internal communications and staff alignment

Every element reflected Hopetoun’s spirit — timeless, authentic, and proudly Scottish.

The Results

The Hopetoun Brand Evolution Strategy marked a pivotal transformation in how the estate communicates and connects with its audiences.

• Elevated brand awareness nationally and internationally

• Recognition from Scottish Enterprise as a model for brand excellence and creative innovation

• Unified brand expression across digital, physical, and human touchpoints

• New opportunities for partnership and revenue generation

• Stronger connection with the local community, ensuring inclusivity and long-term sustainability

Hopetoun’s revitalised brand now bridges the past and future — a confident, contemporary voice that celebrates heritage while welcoming the world.

What We Delivered

HUNGRY FOR an IDEAS ® rebrand? 
We’d love to talk to you
Drop us a line or
Schedule a complimentary 15-minute discovery call with us today here!