The Ruthin Business Group commissioned Elevator to create a destination brand that would raise awareness and put the town firmly on the map for tour groups and independent visitors.

We began with an extensive discovery phase, combining public surveys, town hall meetings and brand workshops with a broad cross-section of the local community. Our aim was to uncover what made Ruthin distinctive, how it compared to neighbouring destinations and who its audiences really were.

Community buy-in was critical. Through open discussion and debate, we explored perceptions, aspirations and local pride – insights that directly shaped the creative direction.

What emerged was a town nestled in the Clwydian Range offering over 600 years of history: a striking townscape of timber-framed buildings, an ancient castle, a manor house hotel and a thriving independent retail and food scene.

Our solution centred on the organising idea “A Real Surprise” – capturing Ruthin’s hidden-gem appeal, independence and authenticity. The visual identity reflects both landscape and townscape, using characterful illustration and colour inspired by the surrounding environment.

We also designed a website that provides visitors with clear, practical information, while allowing local businesses to manage their own profiles, creating a living local directory.