Harking to heritage with a contemporary rebrand

Vicar Lane, Chesterfield

Creativity & Production


Seeking a refreshed, exciting and relevant brand image that was ownable and bespoke to Chesterfield, our brief was set. Vicar Lane wanted to be firmly embedded in the historic town and its community which should be conveyed through a new website and creative look and feel. The creative needed to be able to support diverse messaging, from retailer-led content to event focussed and even community and regional tourist messaging.



Having explored various creative routes, the AL team, together with Vicar Lane, settled on a creative solution that featured a bespoke brand pattern inspired by the herringbone arrangement of the tiles on the towns iconic crooked spire.

Having established a new look and feel, AL undertook the website design and build, commissioning an illustration of the town centre that echoes authenticity and heritage and positions the centre firmly at the heart of the town.

With part of the brief including the desire to see more moving graphics or animation included in the website design, we set about creating a unique animation sequence that allowed the communication of a variety of interchangeable messages.



The project provides Vicar Lane with a unique brand language that can be used across all media platforms including, website, social media, print, digital and their brand new in-centre big screen.

The client was thrilled with the outcome, with all elements of the brief answered in a contemporary and completely ownable way.

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