Guide Dogs for the Blind planned to create a National Visitor Centre to showcase the organisation to members and prospective members, based at their national breeding centre located just outside Leamington Spa in the Midlands.
After a period of research and site visits to familiarise ourselves with the services that Guide Dogs offer, we carried out a series of workshops with the senior team with the aim of defining the objectives of the project, establishing how it related to the newly-adopted brand statement by Guide Dogs and investigating how it would relate to, and be communicated to the identified audience.
In parallel, we undertook initial market research and analysis, developed visitor projections and integrated this data into the project business plan.
These findings were presented back to the senior management team to allow them to make key decisions around the project and used to brief the project design team. Guide Dogs continues to welcome visitors to the Visitor Centre and have just received planning consent for the new Guide Dogs Training Centre at Bishop’s Tachbrook