Media
Release

The museum’s rebranding process involved multiple project partners. First was a thorough brand strategy review by Lone Wolf Marketing (Virginia), whose president, Delina “Dee” Papit, partnered with Brian Thomson, creative director of BLTdesign, on the brand study. Next came research and recommendations from museum house expert Max van Balgooy, and finally, Agecroft worked with Richmond-based creative agency Raven & Crow to develop both a clear and meaningful logo and a more modern and user-friendly website.

Agecroft’s previous logo featured a cockatrice, the heraldic beast of the first family of Agecroft Hall, the Langleys. Often described as half-dragon, half-rooster, the cockatrice served Agecroft well for many years, but the project partners all concurred that it was time for a change, as the logo was not easily recognizable to potential visitors and did not fully reflect the fullness of the historic house and gardens.

After interviews with board members, staff and visitors and feedback from “secret shoppers,” Lone Wolf issued a report of observations and recommendations. Among the recommendations was the tagline, “Made in England. Remade in America,” which would eventually find its way into the final logo design created by Raven & Crow.

“Our imaginations were piqued at the many brand paths possible when Agecroft first reached out to our agency. From exploring the specific journey of the house from Lancashire to Richmond, to Bessie Williams Morton’s cultivation of the home’s history as its steward, to the knot garden, to the fundamentals of Tudor style architecture — Agecroft Hall has a rich well of ideas and imagery we were beyond excited to pull from,” reflect Katie Frichtel and Troy Farmer, co-founders of Raven & Crow.

Ultimately, their design combines Tudor architectural elements, specifically the intricate timbering on the outside of the house, with the greenery and tulips of Agecroft’s formal gardens and grounds.

The new website, also created by Raven & Crow, incorporates the dark blue and green of the new logo and includes a wide variety of eye-catching images from local photographers. It also features a simplified and more intuitive menu structure, intended to improve the user experience.

“Credit for capturing our story in six words goes to Lone Wolf Marketing, and then Raven & Crow translated those words into a stunning and distinctive image. Together the logo and the tagline express the essence of Agecroft,” says Anne Kenny-Urban, Agecroft’s executive director. “We are excited to welcome more people to experience the magic of Agecroft this year, and we are looking forward to the culmination of this centennial year with a 1920s inspired party in the spring to honor the house’s arrival here in Richmond.”

In the lead-up to the home’s Virginian centennial, Agecroft is working to increase awareness of its nonprofit status and its significant reliance on community support. At the center of the Agecroft estate is an historic structure in need of ongoing preservation work and a collection with its own conservation needs. In addition to the day-to-day work to keep the estate running, repairs to Agecroft’s historic roof are high on the priority list. Agecroft's gardens serve as a peaceful oasis in the city. Together the house and gardens offer educational opportunities for schoolchildren and a place for the community to gather. There are free events throughout the year including Shakespeare's Birthday, Richmond Concert Band concerts, and Yuletides, Agecroft’s celebration of Christmas in three centuries. To help with these efforts, Agecroft has created a new Support webpage.

Agecroft hall looks forward to building upon its new branding in the years to come.