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North East strategic brand agency Better has rolled out a new brand for Rockliffe as the five-star resort reopens following a multimillion-pound transformation.
As Rockliffe’s strategic brand partner, Better were tasked with developing the next chapter of the 375-acre resort, creating a new brand strategy and visual system, as well as defining every touchpoint in the guest journey, including distinct uniforms, a signature scent, and curated excursions.
Set within an ancient curve of the River Tees, Rockliffe has undergone an extensive transformation encompassing the restoration of its Grade II listed hall, new suites and a collection of dining and bar concepts.
At the heart of the reopening is ATLAS James & Maria Close, a new 36-cover, fine-dining restaurant. The wider food and drink offer also includes Italian-American at Rialto, Japanese-influenced cocktails at Ro, as well as The Morning Room, Café Terra and The Clubhouse.
Better’s brief was to create a brand that could support Rockliffe’s ambitions for world-class hospitality while remaining firmly connected to the character of the North East.
Informed by audience and category research, the new brand is centred on curation, discovery and moments of wonder. The Middlesbrough-born agency then considered every guest interaction through this strategic lens: from discovery and arrival to dining, check-out and departure.
Paul Bell, Client Services Director at Better, said: “We set out to create a brand that could match Rockliffe’s ambition without losing the warmth and character that make it distinctive. From the beginning, we gave every part of the experience a shared focus and direction, creating something refined and world-class, but still carrying an unmistakable North East spirit.”
Grant McKenzie, Group Chief Commercial Officer at Rockliffe, added: “This launch marks a major step for Rockliffe. We’ve created a brand that reflects both the quality of the experience and the ambition we have for the future. Better has helped us capture what makes Rockliffe distinctive and express it with greater clarity, confidence and relevance at every guest moment.”
The launch marks the culmination of a wider programme of transformation at Rockliffe, bringing its brand, physical environment and guest experience together around a single vision for the future.
