Hoo's waking up.

The National Trust don’t go closing the doors easily, especially for 6 months but this is exactly what happened with Sutton Hoo, one of the largest and most important properties in their portfolio. With thousands of daily visitors and known worldwide, Sutton Hoo underwent a multi-million pound project to totally transform the visitor brand experience.

With so much due to be revealed even after a soft launch the team needed a campaign to manage expectations and communicate the future developments while each phase was completed.

This campaign we worked with Sutton Hoo on:

Visual Identity



Campaign Strategy


National Trust Sutton Hoo


We developed the creative campaign line ‘Hoo’s Waking Up’ to communicate and the idea that something is happening or uncovering. As the sun rises and long shadows start to slowly shorten, new experiences are being revealed while others are slowly appearing.

As part of the campaign we used commissioned images from lino cut illustrator Michelle Hughes www.michellehughes.co.uk Back in her garden studio, Michelle created these simple but stylised silhouettes based on photographs, cutting these shapes into lino, she hand prints with an etching press, using oil-based inks creating tonal blocks of colour.

"We’ve got to know That’s Brave really well over the last few years, which has really helped us to work together.

They’re great creative minds and get you to think outside of the box. They have fresh ideas and a great style and they quickly understood the balance between bringing out individual characteristics of our properties, whilst staying true to the National Trust brand.”

Sally | National Trust

Part of the initial opening was a new ‘River View’ trail which opened along with arguably the most impressive structure, a full size skeleton representation of the Anglo-Saxon ship which was discovered on-site.

To communicate the changes and developments we created a suite of leaflets illustrating what to expect over the course of the year before the complete experience in the Autumn. Alongside the leaflets we created a range of informative courtyard banners and signage, welcome/exit signage and café POS.

We wanted all visitors to be enthused by the changes, but have the desire to return again and again as each phase is completed. Due to the nature of the build, various interpretation signs doubled up as barriers to keep the visitors safe and inspiring them whilst educating about the developments.

Creator: Gareth Gardner. Copyright: Gareth Gardner 2019

Here's some more projects we've partnered with the National Trust

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