From Heritage to Modernity
Heritage is a powerful asset. Decades of history build trust, loyalty, and credibility. But over time, heritage can also become a weight — holding brands in the past, even as the world moves on.
The challenge isn’t choosing between tradition and relevance. It’s learning how to carry both. Respecting what came before while creating space for what’s next.
The weight of heritage
For heritage brands, reputation is built slowly. The associations run deep, and they’re often tied to reliability, consistency, and trust. That’s valuable, but it can also fossilise perception. What once felt timeless can start to feel dated.
The risk of reinvention
On the other side, radical change comes with its own risks. Modernise too quickly and you can lose the very trust your heritage created. Customers no longer recognise you. Long-term stakeholders feel alienated.
The balance
The opportunity lies in reframing heritage as a foundation, not a constraint.
That’s the challenge Hirst brought to us. Known for almost 40 years as experts in conservation, they are now expanding into architecture. The question was: how do you open up new relevance without leaving your roots behind?
Our solution was to build on the equity of the Hirst name, while modernising their positioning, messaging, and visual language. The refreshed identity honours their conservation expertise while creating space for architecture to sit confidently alongside it.
Why this matters
This isn’t just about one firm in one sector. Any heritage brand — whether in craft, food, finance, or culture — faces the same balancing act. If you lean only on tradition, you risk fading into irrelevance. If you chase modernity too hard, you lose the very thing that made you trustworthy.
Takeaway
Tradition isn’t a cage. It’s a springboard.
The brands that thrive are those that know how to respect their roots, while giving themselves permission to grow beyond them.
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