Brand & Design in Salisbury.

Through expression rather than identity split. One brand identity with distinct visual treatments for tourism content and resident commerce content serves both audiences without fragmenting brand recognition. Tourism expression leans into the heritage visual culture; resident commerce expression leans toward utility and clear commercial intent.

For relevant categories, modestly. The garrison community has specific visual expectations around respect for service and considered, professional brand expression. Aggressive commercial visual language underperforms with MoD audiences; restrained, considered expression that respects the Forces context wins.

When the existing identity doesn't handle the dual tourism and resident audiences well, or when buyer feedback consistently flags visual inconsistency. For most Salisbury operators around the 5-8 year mark, with mid-cycle refreshes at 3-4 years.