Brand Strategy
Putting insider access at the heart of a new heritage membership
Client:HeritageXplore
Services: Brand positioning, naming, straplines, website copywriting, wireframing and microcopy
Project overview
HeritageXplore helps people discover and book experiences at Britain’s independently owned historic houses. It champions the families and custodians who live in and care for these places, and the stories still unfolding within them.
For its new membership, the team wanted to make heritage more accessible, inviting people to join the story through custodian-led tours, special events and overnight stays in remarkable historic properties. This was a chance to experience heritage that’s still lived in, beyond the rope or pane of glass.
I helped translate that ambition into a clear, premium proposition. Drawing on audience insight, I proposed putting access ahead of discounts, leading with the experiences, people and places membership could open up. Generous member savings became an appealing benefit within that wider story. I then carried the positioning through the naming, messaging and website experience, making the value of joining HeritageXplore Club clear.
-
Audience insight, membership positioning and key messaging; naming options with supporting rationale; strapline development; membership-page structure and copy; recommendations for navigation, calls to action and microcopy; messaging for member welcome packaging.
-
Audience research highlighted insider access as what heritage seekers valued most. I built the positioning around getting closer to the houses, people and stories, with member savings presented as one benefit within a premium membership.
-
I explored naming options with founder Violet, presenting each with its rationale. We settled on HeritageXplore Club, her original preference, after comparing alternatives against the positioning.
I also helped develop a wider brand strapline around the idea that The story continues, reflecting the families still living in these houses and the stories still being told.
Further strapline and naming work included the packaging for a member welcome charm.
-
I created a wireframe for the membership page, giving the designer the structure, key messages and calls to action. I then wrote the page copy and supporting microcopy, making the benefits clear and helping visitors understand how to join.
-
II reviewed the existing website and recommended changes to the main navigation, calls to action and supporting copy to create more routes into membership. Some of my straplines also became homepage hero copy, helping visitors understand what HeritageXplore offers.
“Aimée went above and beyond in helping to refine and articulate the core message and positioning for HeritageXplore Club. We were navigating a delicate balance, and she guided us through the process with clarity and care. Her thoughtful iterations and genuine commitment made all the difference, leaving us feeling both confident and excited about the direction we landed on.
”
Looking for the right words? I’d love to write them for you.
