"The challenge wasn’t creating something new, it was helping Farnham see the strength of what it already had and expressing it with confidence."

Jess Toffi. Brand Strategist

Reasserting Farnham as a destination

Farnham BID came to Valiant at a pivotal moment, with major infrastructure works approaching and growing concern around accessibility and footfall. At the same time, there was a clear ambition to reposition Farnham, not simply as a historic market town, but as a destination people actively choose.

The brief was commercially focused: increase footfall, extend dwell time, attract visitors from a wider catchment and engage a younger demographic moving into the area, while reassuring the market that Farnham remained open and thriving.

What was needed was clarity. A unifying idea capable of aligning levy-paying businesses and presenting a confident, outward-facing proposition to visitors.

Turning craft into momentum

Stakeholder research consistently highlighted what makes Farnham distinctive: heritage, craftsmanship and creativity. As a recognised World Craft Town, the town already possessed a powerful point of difference; the opportunity lay in expressing it with renewed confidence and relevance.

Rather than leaning heavily into nostalgia, we reframed craft as something active and contemporary. Farnham is a town of makers, from artisans and independent retailers to entrepreneurs and creatives and that spirit became the foundation of the strategy.

Using our Value Realisation methodology, we clarified the balance between tradition and modern vibrancy, mapping visitor audiences across food, culture, leisure and retail. The objective was to encourage people to experience more than one aspect of the town during each visit, increasing spend while strengthening emotional connection.

From this work emerged: Make it Farnham.

Direct, confident and versatile, it functions as both invitation and statement of pride.

Creativity and craft informed not only the narrative but the visual expression. The identity system drew from the language of making bold typographic gestures, expressive colour and a flexible toolkit designed for adoption across shopfronts, events and campaigns. It allowed businesses to take ownership while maintaining cohesion across the town.

The tone of voice remained authentic and welcoming, celebrating Farnham’s character without drifting into tourism cliché.

The result is a visitor proposition designed to drive momentum. Supporting seasonal campaigns, infrastructure communications and long-term economic resilience.