An end-to-end brand refresh to challenge the market leader

Findmypast is a fast growing, technology driven subscription service that allows users to map their family tree with incredible context. But, they are up against a category leader Ancestry.com – a true Goliath in the genealogy space in both media spend and market share. 

We were appointed to help deliver a brand refresh, something which would bring to life their collective passion, ownable product USP and power the whole business – ultimately helping them punch above their weight and take on Goliath. 

Our new brand platform ‘Rooted in Culture’, leans into their USP – demonstrating how Findmypast offers users the chance to go beyond dates and names on their family tree, and delve deeper into the real stories of their ancestors.

Our initial work showcases genuine real-life stories uncovered using the site – for example in “The Great Aunty Rat Catcher” we tell the story of Audrey Thompson, who became a champion rat catcher and made local and national news.  

This first campaign, using the new tagline: ‘Your Family History Understood’, is running across social, display, print and radio. With more to come in 2025.

Alongside the platform and campaign approach, we also refreshed the visual identity and TOV – defining a flexible, modular approach which works from website to socials, PR and everything in between.  

A large part of this was modernising and elevating the rich imagery only available through Findmypast’s records – a careful approach was required for treating them, developing them into something modern and distinct, whilst being respectful of their history.