InExeter / Visit Exeter

Place branding and marketing support


InExeter is a BID (Business Improvement District) representing over 600 businesses in the city centre. We were appointed to develop a new brand for the organisation and the city it supports. Following its launch we were subsequently appointed by Visit Exeter to redesign their identity so it could align to the new city brand, with the intention of developing a more consistent customer experience across the various agencies promoting the city.


For both clients, we carried out initial research to explore perceptions held by the various audiences. This consisted of group sessions with key stakeholders combined with online surveys for wider reach. This work enabled us to develop a compelling brand strategy that felt distinctive to the city. An accompanying strapline "start here" was developed as a call to action, reflecting the strategy and enabling the brand to easily signpost and promote various activities and attractions.

The central idea in the identity is the 'x' that is created from negative space. This connects to the river Exe that flows through the city and gives it its name, while also adding intrigue and reflecting a desire to see things differently. The triangles that are created by framing the x became supporting graphic elements in their own right. An abbreviated 'ex' avatar was also created for use online and in confined spaces. Both clients needed a distinctive way of using their respective identities, so we developed specific colour palettes and imagery guidelines for each. The Visit Exeter identity builds on the central idea in the core identity and uses the triangle to create an arrow that directs visitors towards the place.

"Following their work to create the new ‘InExeter’ brand, we appointed Believe in to develop a new identity for Visit Exeter. Our new identity was created swiftly and delivered in a way that made it easy to implement across all of our marketing activity. Since then they have always advised us effectively, responded quickly and delivered concepts and creative artwork to the highest standards when called upon. We’re delighted with the work that Believe in completed for us and would have no hesitation in recommending them."

Claire Toze, Marketing Officer, Visit Exeter


  • Creative workshops
  • Strategy
  • Identity
  • Print
  • Advertising
  • Web design
  • Brand management
  • Brand guidelines
  • Outdoor display