Wellhouse Leisure
Overview
A trusted name in campervans, with a once-in-a-generation opportunity to reach a brand new audience.
Wellhouse Leisure is one of the UK’s leading campervan converters, with nearly twenty years of experience transforming Ford, Toyota and Nissan vehicles into adventure-ready homes on wheels. In the summer of 2020, a surge in staycation demand created a fast-growing audience of first-time campervan buyers, drawn to the freedom and flexibility of life on the road.
Wellhouse came to us for a rebrand that would carry their strong heritage forward and speak directly to this new generation of buyers, while also supporting their relocation from West to South Yorkshire with speed and clarity.
ClientWellhouse Leisure
SectorAutomotive & Leisure
ServiceBrand Growth
ProcessEdge + GTA
Key ResultIntegrated rebrand and full-funnel campaign
~The Challenge~
A fast-growing audience, ready to discover a brand they could fall in love with.
Staycation demand was creating a wave of new buyers entering the campervan market, people who were excited, aspirational and actively searching for the right brand to take them on their first adventure. Wellhouse had the quality, the heritage and the personality to be that brand.
The goal was to build a brand identity and campaign that would speak to emotion over function, capture the freedom and possibility that a campervan represents, and connect Wellhouse to both its loyal existing customers and the new generation discovering the category for the first time.
What Edge Found
Campervans are bought on feeling. People invest in a life they want to live.
New campervan buyers are not primarily motivated by specification. They are motivated by the version of themselves they imagine behind the wheel: free, spontaneous and fully in control of where they go next. The purchase decision is deeply emotional.
Wellhouse’s heritage gave the brand genuine credibility, and the opportunity was to pair that with creative that captured the feeling, not just the features. Every touchpoint needed to make the audience feel the freedom before they ever visited a showroom.
How GTA Activated It
A refreshed identity and a fully integrated campaign, built to work as one.
We refreshed the Wellhouse brand to speak to a modern, adventurous audience while honouring the journey so far. The original logo was retained as a mark of respect for the brand’s heritage, with new visual elements added: the Wellhouse Wings and a more vibrant colour palette that brought fresh energy and standout appeal across every format.
The “Your Wildest Dreams” campaign brought the new identity to life across both digital and offline channels. At the top of the funnel, social media advertising and Google Search and Display ads built awareness and captured new search traffic. Remarketing brought warm audiences back. Printed brochures and billboard advertising extended the campaign into the physical world, ensuring every touchpoint told a cohesive story.
The result was a truly integrated campaign: digital performance working alongside offline brand-building, all pulling in the same direction.
Broader Audience
New buyers reached alongside strengthened loyalty among existing Wellhouse customers
Immediate Impact
The rebrand was well received by both the Wellhouse team and their customers from launch
One Brand Voice
Every touchpoint from digital ads to printed brochures working together to tell the same story
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