Salisbury Cathedral required a consolidation of their brand language into a coherent visual style. In a building so large and impressive, previous interpretation and wayfinding had a tendency to get lost and be swallowed up by the cavernous space. By stripping back a multitude of brand colours, all signage and interpretation was simplified, making the journey through the building, whilst taking in key objects much more accessible. All signage utilised movable and non fixed fameworks in a way that was sympathetic to the material structure of the Cathedral.
After a recent Visit England Quality Assurance assessment, the scores for the Attraction section have reached an excellent 98% which means the Cathedral is eligible for nomination for a VisitEngland Accolade for Best Told Story (Attraction). The new interpretation scheme and the quality of the experience offered by guides and volunteers as they interact with visitors accounts for the increase from 96% (2019) to 98% in 2022.