The Northumberland County Show has always been more than just an event; it is a living, breathing testament to our region’s heritage. For over 190 years, it has stood as a cornerstone of the rural calendar, celebrating the industry, the animals, and the people that make our county unique. However, as we look toward the future, it became clear that our visual identity needed to reflect both our prestigious past and our modern ambitions.
To achieve this, we partnered with Terence Walsh, a specialist designer and digital strategist at TWDA Creative Services, to overhaul our entire brand experience—from the logo that represents us to the digital tools that connect us with our visitors.
A Logo Rooted in the Golden Age of Farming
The journey began with our visual identity. We didn’t want a “modern” logo that felt disconnected from the soil. Terence’s vision was to create a strong, timeless mark that linked back to the traditional “Golden Age” of farming. By researching the heritage of agricultural exhibitions, he crafted a logo that evokes a sense of pride and permanence.
The new design captures the gravitas of our history while remaining versatile enough for everything from digital headers to embroidered staff gilets. It isn’t just a graphic; it’s a badge of honour for the Tynedale Agricultural Society, representing the strength of our community and the livestock at the heart of the show.
Capturing the Heart of the Show on Film
Design is about more than just static images; it is about emotion. To truly showcase what the show means to Northumberland, Terence produced a flagship video that captures the “feel” of the day. The footage focuses on the pride of the local farmers as they prepare their animals for the rings, the excitement of the crowds, and the wonderful attractions that fill our fields.
By highlighting the “element of fun” alongside the serious business of agricultural competition, the video serves as a digital window into our world. It has become a vital tool for our E-E-A-T strategy, proving the show’s vibrancy to a global audience and inviting new generations to experience the rural community firsthand.
The new design captures the gravitas of our history while remaining versatile enough for everything from digital headers to embroidered staff gilets. It isn’t just a graphic; it’s a badge of honour for the Tynedale Agricultural Society, representing the strength of our community and the livestock at the heart of the show.
Navigating the Showground: The New Master Map
One of the greatest challenges of an event of our scale is the sheer size of the site. With tens of thousands of visitors descending upon the grounds, clear communication is essential. Terence took on the task of designing an all-encompassing master map and physical signage system.
This wasn’t merely a drawing; it was a feat of information architecture. The new signage allows guests to orient themselves instantly, ensuring they can find everything from the livestock lines to the main arena with ease. By bridging the gap between digital planning and physical navigation, the new signage has significantly enhanced the visitor experience, making the sprawling site feel accessible and welcoming.
Empowering Our Team Through Digital Innovation
Finally, the cornerstone of our new era is our website. While Terence provided a high-performance, mobile-first technical build, the real value lay in the collaboration. A key part of the project involved training our internal team, ensuring we have the skills to manage and update the site in real-time.
By giving the Show’s staff a stake in the success of the website, Terence has ensured that our digital presence is as agile as it is beautiful. Whether we are announcing competition results or updating ticket information, the platform is now a robust, user-friendly hub that serves our members and visitors alike.
A Partnership for the Future
The transformation of the Northumberland County Show’s brand is a testament to the expertise of TWDA. By aligning our traditional values with world-class design, video, and digital strategy, he has helped us secure our legacy for years to come.
We are proud to have our new identity lead the way as we continue to celebrate the very best of Northumberland.