Keith Prowse unveils re-brand to build on growing hospitality market

Keith Prowse has unveiled a new corporate identity, designed to strengthen the Company’s industry leading position, which includes amongst others official appointments to The Championships, Wimbledon, Twickenham Stadium and the Investec Derby Festival.

The new branding, conceived in partnership with creative design agency MAKE Studio, will enable Keith Prowse to support the emergence of hospitality experiences that focus on a more relaxed environment, reflecting the trend for casual premiumisation in restaurants.

The re-design has resulted in a clear and effective style which relates to Keith Prowse’s expertise. The Match Green colour was chosen to reflect the playing areas which feature at many of the company’s most prominent venues and the Asphalt Grey to give strong definition and linear framework. To assert Keith Prowse’s unrivalled collaborations lock-in logos have been created with all key partners.

With an increasing number of SMEs and private individuals considering purchasing hospitality, a new website will be introduced in October 2016 to improve the customer journey and booking experience, while further enhancements will be unveiled in the coming months, including an intuitive e-commerce platform.

Andy Vinsen, chief operating officer at Keith Prowse, commented: “We are seeing a change in the way hospitality bookers are making their purchasing decisions and, as such, we have invested in our website infrastructure in order to create a seamless user journey and booking experience. This forms part of a wider branding exercise which will firmly assert Keith Prowse as synonymous with hospitality at the UK’s top sporting and social events.”

Chris Bainbridge, Founder and Creative Director at Make Studio said “When starting this project we knew from the outset that the brand needed more than just a superficial makeover. We worked closely with Keith Prowse to provide a revolutionary new look and feel that not only took a digital first approach but also better connected with their aspirational audience. Completing independent research and trawling through the history books we became immersed in the brand, attending many events over the summer.

It was evident early that the brand identity and marque should reflect both Keith Prowse’s innovative approach as well as retaining themes of trust and heritage. Hints of this can be seen in the new logo, which took inspiration from the British flag. This has been a great project for us and it has been a joy working with everyone at Keith Prowse to develop this new look and feel.”

Keith Prowse is part of Levy Restaurants UK, the sports, leisure and hospitality division of Compass Group UK & Ireland.

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