Humber Enterprise Park
From runway to revenue. An 86-acre business park brand built on aeronautical history and regional pride. A full destination identity brought new life to the former BAE site — attracting tenants, winning awards, and putting the park firmly back on the map. Heritage reborn, business reimagined.
The former BAE Systems site in Brough is steeped in aviation legacy — but after years of industrial use, the space needed a complete repositioning. Now repurposed as a modern commercial business park, the challenge was to create a brand that honoured its past while positioning it as a forward-facing destination for growth. With outdated buildings, a fragmented site and no cohesive identity, the site lacked the magnetism needed to attract tenants and stand out in the regional market.
The brand was built on legacy. Drawing directly from the site’s rich history in aeronautical manufacturing, a distinctive identity was created that felt rooted, respectful, and aspirational. The logomark combines the outline of two RAF Hawks (manufactured on-site) flying in formation — forming the shape of the iconic Humber Bridge, visually tying the brand to both place and purpose.
A custom Art Deco-style wordmark paid homage to the font found on the original BAE ironwork gates — connecting past and present through subtle design detail. The identity reflected the golden age of aviation while projecting a confident, contemporary voice.
A vibrant colour palette took inspiration from the Red Arrows’ smoke trails, providing a flexible system to differentiate each of the five commercial buildings on site. Each building was renamed after aircraft historically produced on-site — Hawk, Firebrand, Mercury, Buccaneer, and Bluebird — adding a layer of narrative and distinctiveness to each space.
A comprehensive site-wide signage and wayfinding system was developed, alongside custom environmental graphics and large-scale vinyl installations. Each building entrance featured bespoke aircraft-themed wraps, unique colour schemes, and CGI reception visuals — transforming outdated architecture into engaging, branded experiences.
A full suite of marketing materials was delivered to support the park’s commercial goals, including a responsive destination website, sales brochures, and branded stakeholder communications — all built to attract investment and tenants.
The rebrand redefined the Humber Enterprise Park — turning it into a vibrant business hub with a clear identity and strong sense of place. The project was awarded Wide Format Project of the Year at the British Sign Awards and helped generate an annual rental income of £1.8 million, with a net initial yield of 9.29%. It delivered on every level — design, strategy, commercial return, and cultural sensitivity.