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Tebay and Gloucester Services seek to raise brand awareness outside of local region with new refreshed identity design

Tebay Services and its new sister operation Gloucester Services have been given a new lease of life from brand building company Squad.

Working closely with the team at Westmorland (the family company behind Tebay Services and Gloucester Services) Squad has articulated the brand’s purpose and beliefs to create a film which explains how the family built businesses are rooted in place, sourcing local produce, employing local people and building strong links with the community.

Tebay Services founder John Dunning lends his voice to the film with the film and brand photography, shot by Percy Dean, used to give insight into the Westmorland family as farmers and how they translate this experience into the running of their motorway services.

Squad, co-founder and strategy partner, Rob Gray, commented: “Working with the team at Tebay has been enormously rewarding as we’ve sought to pin down their story and then bring it to life across many channels. It’s great to see their team really getting behind the idea of ‘places rooted in place’ and delivering this in ways we couldn’t imagine.”

Additionally Squad has developed a new identity and names for the companies, which includes the two motorway services and a number of other businesses. Playing with the type and imagery of road signage the marks feature a variety of road signage inspired pictograms designed to convey the unique and diverse nature of each business.

Of the new look Westmorland CEO, Sarah Dunning, said: “Squad came up with a strong brand and positioning solution for us, which we are really pleased with.”

The new identity is hoped to take the brand, which is intrinsically linked within its Cumbrian hometown of Tebay, and make it relevant to Gloucester and beyond.

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