Folly Farm: Joining up experience and communications

folly-visual-2Folly Farm is the biggest zoo in Wales. But while it started out as a farm, it’s now a substantial award-winning family attraction encompassing a vintage fairground, numerous play areas, and a world-class zoo. They contacted us to help develop their brand narrative and make sense of a confused offering.

We worked with the senior management team to develop a brand platform that would inspire more compelling communications and on-site experiences. The central idea was that the attraction was for “the whole family”, not just for kids. It is a place where a family day really works. This means delivering everything a family expects, and lots of surprises too. We worked the core messages into copy for a new website, and delivered a future vision for a brand look and feel.

The framework we developed evolved into a staff handbook and tone of voice guidelines which are used by the marketing team and wider staff to help guide decisions every day.


“The brand platform has been so well received and is informing our staff training and being used in our new shop concept too. Your copy is looking fabulous on the page and has really helped us. It’s all very exciting.”

Marketing Manager, Folly Farm

Brand strategist: Emily Penny
SEO Consultant: Claire Carlile
Copywriter: Tony Gamble
Creative director: Phillip Southgate