Turning Victorian Tradition on Its Head with The National Trust
Client: National Trust
Sector: Tourism & Heritage
Services: Campaign Identity, Illustration, Print Design, Brand Collateral
Turning Victorian Tradition on Its Head
This Christmas, Cragside is celebrating with a twist. Inspired by a real Servants’ Ball held in 1894, the National Trust wanted to create a festive campaign that reimagines tradition, putting the servants centre stage for a Christmas celebration like no other.
Blumilk worked with the National Trust team at Cragside to bring The Servants’ Ball to life; a campaign bursting with colour, creativity and a touch of festive mischief.
Our Creative Approach
Cragside’s Christmas celebrations are always something special, from the beautifully decorated House to the UK’s tallest living Christmas tree, a 42-metre Giant Redwood lit in dazzling colour. But this year’s theme offered an opportunity to go even further; to capture the energy and imagination of the people who kept Cragside running behind the scenes.
Our creative team designed a campaign identity inspired by Victorian celebration posters, full of movement, warmth and playfulness. The palette combines National Trust’s pink and blue with a vibrant turquoise accent to add contemporary energy to Cragside’s heritage feel.
What We Delivered
A Bespoke Campaign Identity
We created a unique campaign logo and an illustration of Cragside House surrounded by festive foliage and multicoloured lights. The result is a visual identity that feels handcrafted, joyful and instantly recognisable.
Playful Print and Promotional Materials
The centrepiece of the campaign is an A6 gatefold leaflet, designed as an invitation to The Servants’ Ball. Its foldout format, playful typography and decorative flourishes give visitors a sense of the celebration before they even arrive.
Supporting assets include posters and banners for both the House and the Estate, all designed to bring the handcrafted festive atmosphere to life through illustrations of hanging baubles, paper chains and stars.
Bringing the Story to Life
Every asset celebrates Cragside’s unique personality – playful, historic and full of character. The campaign connects past and present, turning a Victorian story into a modern visual experience that draws visitors in.
The Impact
The Servants’ Ball campaign captures the magic of Cragside at Christmas, creative, colourful and completely original. By combining design-led storytelling with the National Trust’s rich heritage, we’ve helped create a campaign that feels both timeless and fresh.
A celebration of creativity, heritage and the spirit of Christmas and designed to invite everyone into the story.
