TURF represents Cheltenham’s independent collection of hospitality businesses and they needed a bold brand and website design that would inspire readers to choose chain-free.
Cheltenham’s hospitality scene is packed full of diverse, eclectic independent businesses yet there was previously no central location where interested visitors could find out more information.
TURF was formed during the height of the coronavirus pandemic in March 2020, after a number of businesses came together to reignite their passion for being proudly independent.
Representing owner-operated restaurants, hotels, bars, pubs, cafes and retailers, TURF needed an identity and online presence that would unify all members of their growing community.
Inspired by the concept that each of the hospitality businesses TURF represent come in different shapes and sizes, we focused on a literal building block approach to the logo design.
A unique shape is used for each letter of TURF, to represent the different members in the Cheltenham community who all have their own offering, personalities and passions. Just like the independent businesses it reflects, the new logo has the flexibility to adapt to various platforms, such as stacking for social media.
Brand keywords such as ‘movement, community and collective’ are used throughout TURF’s new identity to help symbolise a feeling of growth and togetherness.
TURF needed a website where they could bring together all of the independent venues they represent online for visitors to find out more information.
As TURF is organised by busy business owners, the website also needed to have minimal admin responsibilities with the ability for new members to create their own listing themselves.
We delivered a website design that is engaging and easy to use by both members and visitors. As TURF is all about creating a community of like-minded people, we developed a ‘Spotlight’ section where visitors have the opportunity to find out more about the faces behind their favourite independents.
Every member of TURF is assigned a category for their listing (such as hotels, bars, cafe etc) to allow for easy browsing by a user online. By using the ‘Explore’ page, visitors are able to browse all registered businesses to find exactly what they’re looking for. Also featured on this page is an interactive map, highlighting each business location and opening hours.
New members are able to submit all information needed for their listing by completing the ‘Become a member’ form, which is approved by admin before being published.
“The team at Eat Marketing were really good at taking all the ideas from our Collective and turning them into a website we’re totally proud of. It will continue to grow with us, and the flexibility the team gave us both with their time and our design was invaluable. Turning an idea into a physical concept isn’t easy and the team were unflappable. We couldn’t have asked for more!” – TURF