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Heritage Trust Network
A future for all our pasts: transforming a heritage charity brand.
Our Client
The United Kingdom Association of Preservation Trusts (UKAPT) was the national membership body representing Building Preservation Trusts (BPTs) across the UK – a grassroots movement of local groups rescuing and repurposing historic buildings for public benefit.
By 2015, UKAPT faced significant challenges. Its name and brand no longer reflected the evolving nature of the sector, or the breadth of work being undertaken by its members – many of whom were now tackling broader heritage projects including landscapes, industrial sites, and community-led regeneration. Following major funding cuts, the organisation needed to reposition itself to survive and thrive.
A successful bid to the Heritage Lottery Fund’s Transition Programme provided the opportunity. UKAPT commissioned Leader to deliver a full brand and marketing review – with a brief to create a new name, identity and messaging platform to support its next phase of development.
Our Work
We began with a strategic marketing review, combining desk research, stakeholder interviews, a member survey and focus group consultation. Our findings confirmed the need for fundamental change. The UKAPT brand lacked relevance to current and potential members. Its visual identity was outdated. And its role as a national platform for peer support, influence and advocacy was being obscured by a label that no longer matched its purpose.
Our recommendation was bold but clear: rename and rebrand the organisation. After exploring a series of options, the board adopted our preferred solution – Heritage Trust Network – a modern, inclusive name reflecting both who the organisation supports and how it works.
From there we developed a full new brand identity. This included:
- Logo – A vibrant marque of four stylised figures symbolising the four nations, community, and celebration.
- Strapline – A future for all our pasts, capturing the organisation’s inclusive, forward-looking mission.
- Visual style – A fresh heritage-green palette and contemporary typography for clarity and authority.
- Messaging – New copy across all communications platforms to explain the brand, vision and member offer.
- Brand guidelines – A detailed manual covering print, digital, event and social applications.
We supported the rollout across website, stationery, PowerPoint/Word templates, email marketing, social media and promotional materials, including a new suite of membership leaflets.
This has been more than a name change or a logo exercise. The new brand has given us a new language, visibility and energy that will help members reconnect with the movement and bring new partners to the table.
Results
The new name and identity were launched to wide acclaim, helping re-establish the organisation as a credible and dynamic voice in the heritage sector. The brand supported nearly a decade of growth, including service expansion, fundraising, digital development and new member recruitment. It enabled the Network to clearly articulate its grassroots ethos and wider social impact.
When the organisation updated its branding again in 2025 – evolving into Heritage Network with a new logo – it did so by building directly on the foundations laid by our work.
