Millbrook Proving Ground

Millbrook is the leading independent vehicle testing facility for the design, engineering and development of automotive and test technology propulsion systems in the UK. 

The Challenge

Following Millbrook’s sale by GM, Millbrook needed to update the brand in line with its new acquisition. The challenge was to develop a distinctive brand that retained elements of the existing, well-known but dated brand, and roll it out across a number of key elements, all before an event only three months away.

The Work

We worked closely with the CEO to develop a new brand for Millbrook that not only had a link to the brand equity of the old brand, but that moved it on to reflect the new Millbrook – an innovative, progressive, independent and modern organisation.

During the branding process we established a clear brief and direction for the creative, developed a number of different logo routes and worked to hone and finalise the chosen route, before creating a brand guidelines document

The brand was rolled out across:

• The main entrance sign to create a “sense of arrival” and all  onsite signage


• A new website


• All literature including new business cards, letterheads, stationery, brochures


• Exhibition stands


• All work wear


• Internal communications


• All social media channels

The Difference

A fresh, modern and distinctive logo, with a nod to its heritage.  The new Millbrook brand was successfully rolled out in under three months.