Expanding the Narrative of the Robert E. Lee
Challenge
A National Historic Landmark, Stratford Hall preserves the legacy of the Lee family and its surrounding community, inspires an appreciation of America’s past and encourages commitment to the ideals of leadership, honor, independent thought, and civic responsibility. Four generations of the Lee family passed through its stately doors including Richard Henry Lee and Francis Lightfoot Lee, the only two brothers to sign the Declaration of Independence, Revolutionary War hero “Light Horse Harry” Lee and his son, Civil War General Robert E. Lee, who was born at Stratford Hall in 1807 Blackwater Branding’s Challenges: With an estate so rich in history, the challenge was bringing a new culturally inclusive perspective to tourist and board members of the Lee legacy. In addition to creating a paradigm shift through engagement and programing, our task was to raise the bar visually for all digital / online media.
Solution
Established by Thomas Lee in the 1730s, Stratford Hall is one of the great houses of American history. Our rebrand of this 2,000 acre estate included: • A complete overhaul of the website & online store • Capturing photography and video through a culturally inclusive lens • Establishing a new/creative brand identity for the estate
Results
By creating a comprehensive website to serve both patrons and new explorers we were able to: • Create an updated branding system that is used in both printed and digital platforms. • Increase online traffic through ad placement and social media marketing. • Seamlessly incorporate social media platforms so visitors can stay connected virtually. • Visitors are able to purchase gift shop items, admission tickets and event tickets online easily. • Created marketing videos and photography that showcases diversity and inclusivity on campus. • Highlights the many programs and activities that show the contributions of women and people of color during the plantation's history. • Visitors can explore new ways of interacting with the grounds for weddings and other private events. • Highlights the academic and recreational features that are unique to Stratford Hall
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