Imago Venues, the leading venue brand in East Midlands, has recently unveiled its new visual identity and showcased the completion of phase one of a major £4.5m refurbishment of its flagship venue, Burleigh Court Conference Centre and Hotel. The brand, which is owned by Loughborough University, has continued to experience strong financial performance despite the pandemic, with double-digit like-for-like growth. This has allowed the brand to invest significantly into its portfolio over the next three years.
The new visual identity was created to align with Imago’s new Vision of “creating a place where people love to be.” According to Rob Chamberlain, Head of Marketing and Brand for Imago, the new identity reflects the company’s purpose of bringing people together to connect, grow, and thrive through face-to-face interactions and learning. Chamberlain explains that the word “Imago” refers to the final metamorphosis of a winged insect, symbolizing the transformation and growth that occurs when individuals come together and connect.
The new logo mark is a subtle representation of four elements: the four quartiles symbolize connection, people, teamwork, and the venues; the top part signifies growth, ambition, and upward movement; the negative space represents the butterfly, change, and transformation; and the top half of the negative space represents care, support, and nurturing, aligning with the company’s vision of creating places where people love to be.
The new brand identity is being unveiled alongside a major £4.5m investment into Burleigh Court, Imago’s flagship property. The refurbishment project, which is now in its first phase, will enhance the guest experience and transform the venue into a premier destination in the East Midlands. The project will increase meetings and conference capacity and introduce a new plant-forward restaurant called Fifty The Street, offering “50% plant powered food for all.” The previous restaurant space will be converted into flexible conferencing and gala space with a capacity of 230 cabaret-style seating, which can be split into four smaller soundproofed conference spaces. Delegates will have the option of enjoying lunch at Fifty The Street or the new bar and lounge area, named Carney & Scott’s after Loughborough alumni and England Lionesses, Karen Carney and Jill Scott.
CEO of Imago Venues, Spencer Graydon, expressed his delight at the completion of phase one of the Burleigh Court transformation. He stated that the project perfectly aligns with the company’s vision of creating a place where people love to be. Graydon also highlighted the company’s strong financial position and its plans to focus on two strategic pillars, People and Planet, over the next three years. He also emphasized the company’s close relationship with Loughborough University and its recognition of the university’s academic and sporting heritage.
The first phase of the refurbishment was completed in June, with full completion scheduled for August 2024. An official opening event is planned for September 2024. For more information on Imago Venues and its latest plans, visit their website at www.imagovenues.co.uk.
