I’m really excited to finally share that If Buildings Could Speak now has a publishing home with Amberley Publishing. The book is due out in July 2027, and between now and January 2027 I’ll be creating 70 new illustrations, which is more than one a week. I’m making good progress already. Each building will be brought to life with an illustration and a short written piece like the one you see here. Some stories will also have longer poems, which readers can discover on my YouTube channel, If Buildings Could Speak. It’s early days over there, just three subscribers so far, but every story has to start somewhere.

This journey began with frustration. I’ve never absorbed history well through reams of long reports or endless lists of dates. I read them, but what I’m always searching for is the essence. What happened here? Who built it? Who designed it? Who used it? What has this place seen, and why does it still matter?

So I started translating history differently.

Instead of retelling facts, I focused on voice. On the builders, the architects, and the people who passed through these spaces every day. Stories about ambition, pride, neglect, survival, and reinvention. Not invented stories, but emotionally truthful ones that sit beneath the dates.

That instinct became drawings.
Then poems.
Then, a growing body of work that treated buildings as if they had voices of their own.

Giving buildings a voice

If Buildings Could Speak brings heritage buildings to life through Art Deco–inspired illustration and poetry. Cinemas, airports, hotels, civic buildings. Places that have witnessed everyday lives and extraordinary moments are now speaking in their own words.

When a building speaks, it doesn’t recite its listing grade.
It talks about what it’s carried.
Who believed in it.
Who nearly lost it.
And why it’s still standing.

That shift, from information to voice, changes how people respond. When I shared this work, people slowed down. They read. They recognised places they thought they knew, but suddenly saw differently. That response is what led to the book deal.

Art Deco, poetry, and clarity

Art Deco isn’t just a visual style in the book. It represents optimism, structure, and belief in progress.

Poetry plays a similar role. You can’t waffle in a poem. Every word has to earn its place. That discipline, saying less and meaning more, runs through everything I do.

From buildings to brands

Although the book sits within my Made by Me by the Sea work, the thinking behind it connects directly to The Brand Surgery.

Most organisations communicate in the way buildings are usually described. Lists of services. Capabilities. Facts. But people don’t connect with lists. They connect with meaning.

Heritage buildings endure because they carry stories. Brands do too. When people feel what something stands for, attention changes. Trust builds. Behaviour follows.

A hope for the reader

Ultimately, I hope the book does something straightforward.

It encourages readers to look again at the buildings that fascinate them.
To feel curious.
And to go out and discover more about the places that have quietly captured their attention.

You can follow the book journey, illustrations, and poems over on Made by Me by the Sea, where If Buildings Could Speak first found its voice.

Connect. Converse. Convert.

That principle applies just as much to places as it does to people. 

If this resonates with you, drop me a line. 

Curious Collective was designed around a simple but powerful idea, children thrive when they are given space to play, create, and belong. Working with Tina Sparsis, The Brand Surgery developed the brand identity and leaflet, shaping a look and message that feels exciting for children and reassuring for parents. Tina is also the sister of Andy Sparsis, founder of Sleep Hotel, another brand we have supported, so there’s a strong thread of entrepreneurial energy running through the work.

Working with Tina Sparsis, The Brand Surgery helped shape Curious Collective from the ground up. We designed the logo and leaflet and explored ideas to support a safe, friendly, and welcoming out-of-school club for children aged 4–12.

The focus was on energy, colour, and clarity. The branding needed to feel fun and exciting for children, while giving parents confidence that their child would be supported, encouraged, and cared for. From hands-on art projects and team games to outdoor adventures and shared meals, everything about Curious Collective is designed to help children connect, try new things, and build friendships.

This project reflects our Connect. Converse. Convert. philosophy in action.
Connecting with families through bright, friendly visuals.
Encouraging conversation through clear, reassuring information for parents.
And making it easy to take the next step, whether that’s a call, a visit, or a booking.

Curious Collective is an excellent example of how thoughtful branding can support not just a business, but a community of families.

This project reflects how I approach digital work at The Brand Surgery. I’m not a logo designer in the traditional sense. I care about how an online presence connects with the right people, supports meaningful conversations, and turns clarity into confident next steps.

If your website no longer reflects how you work, or the level you now operate at, it may be time for a different kind of conversation.

Connect. Converse. Convert.

If this resonates, contact Vicky to start a conversation.

Trusted by healthcare brands across the UK: MediP • Strand Dental • CareCubed • West Sussex Mind • Carers Support West Sussex

At The Brand Surgery, we help healthcare and community organisations strengthen communication, build trust and engage teams through shared values and clear, compassionate messaging. Whether it’s improving patient information, supporting mental health campaigns or aligning brand values across NHS suppliers, our focus is always on people and purpose.

This approach guided my recent work with MediP, whom I had the pleasure of representing at the Dispensing Doctors’ Association (DDA) Conference in Solihull. The two-day event brought together practice managers, dispensers and suppliers committed to improving patient care through efficiency, teamwork and better communication.

To help MediP stand out and spark conversations, I created a playful yet purposeful stand concept. We filled dosette boxes with sweets to symbolise precision and care. We handed out pink piggy banks to represent the savings unlocked when PCNs and dispensing practices purchase across multiple departments. These simple, light-hearted visuals opened meaningful discussions about MediP’s values — trust, service and support.

It was a joy to meet so many dedicated dispensing professionals, all of whom are passionate about making healthcare smoother and more human, despite the daily pressures. Events like this highlight how creativity and empathy can go hand in hand with compliance and efficiency.

From one surgery to another, we care about patient outcomes.

The Boss Controls website has never been a standalone design exercise. It has been part of a longer, strategic journey that began when I joined the business in 2016, supporting the company’s communication of its expertise, ambition, and direction as it evolved.

As Boss Controls grew, the website needed to do far more than describe services. It had to reflect values, experience, and intent, while making complex building management systems easier to understand for a wide range of audiences.

From rebrand to digital-first platform

This led to a complete rebrand and the launch of a digital-first website. The visual look and feel was carefully shaped to convey confidence, modernity, and credibility within a highly technical sector. Custom icons were developed for core services, helping simplify complex propositions and improve clarity across the site.

A timeline was introduced to showcase the company’s history, reinforcing depth and continuity in an industry where trust and reliability matter. This sense of longevity plays a vital role in building confidence with clients and partners.

Values, responsibility, and long-term thinking

The website also became a place to clearly express the values that have guided the business over time. Global Goals and CSR commitments were integrated to reflect how sustainability and responsibility sit at the heart of Boss Controls’ work, not as an afterthought, but as part of its everyday decision-making.

These elements helped ensure the brand stayed aligned as the business moved through periods of growth, change, and increasing visibility.

A website built to support change

One of the ongoing challenges has been maintaining coherence as leadership priorities, markets, and expectations evolved. Rather than being rebuilt in isolation, the website has grown alongside the business, supporting conversations, clarifying complexity, and reinforcing Boss Controls’ position as a leader in more intelligent, more sustainable buildings.

This work has always been collaborative, balancing technical accuracy with accessibility, and commercial objectives with long-term brand strength.

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Testimonial

After our MBO, we had a story to tell: one of transformation, ambition and growth. Vicky helped us shape that story, bringing clarity to our vision, mission and values, and ensuring the brand reflected where we were headed.

She led our rebrand, launched a digital-first website, and ensured IPO protection was built in from the start. Her strategic marketing and data-driven campaigns supported 20% YoY growth and helped us scale from 8 to over 30 team members.

Vicky worked closely with the directors to align the brand with our goals, strengthen our positioning, and raise our profile. Her ability to anticipate risks and keep the brand on course has helped position Boss Controls as a leader in creating smarter, more sustainable buildings.

I recommend Vicky to any business serious about growth, clarity and long-term impact.

Mark Berwick, Managing Director, Boss Controls

When I was young, my mum took me to see a butterfly collection in Sussex. I think it was at St Mary’s House in Bramber. I remember feeling sad that all these beautiful butterflies had been killed and pinned to a board. Preserved forever, yes, but lifeless.

That same image comes to mind when I think of some heritage brands. Whether they are heritage buildings given a brand identity or long-standing businesses with decades of history, there’s often a temptation to hold on too tightly to the past. The name, the logo, the “way we’ve always done things” clung to as if change would somehow erase the magic.

But here’s the truth: preserving a brand without evolving it can have the same effect as pinning a butterfly. You stop it from flying. You stop it from living.

Yes, there’s a place for pinned butterflies in museums: for scientific research and history.

But if you don’t want your brand studied in a post-mortem decades from now, you need to nurture it, refresh it, and keep it alive.

Over the years, I’ve worked with heritage brand names such as Brighton City Airport, the Dome Cinema, Worthing, the Majestic Cinema in King’s Lynn, Royal Cinemas rebrand in Sutton Coldfield, Sleep Hotel in Worthing (recently named in The Times as one of the best places to stay), and the National Federation of Sub Postmasters. Alongside this, I’ve secured a book deal with Amberley Publishing for my heritage architecture illustrations.

One thing I’ve learned is that brand guidelines, however beautifully designed, are useless if they sit gathering dust in a file.

Brands need to be lived. They need to be shared, used, and brought into every piece of communication. Today’s tools like Canva and Adobe Express make it easy to embed your brand colours, fonts, and assets into daily work. There’s no excuse for letting your brand fade.

And it’s not just visuals …

The people steering the brand matter just as much.

A committee made up only of long-time stalwarts may be deeply loyal, but without new perspectives, it risks locking the brand in the past. The most resilient heritage brands strike a balance, keeping the wisdom of long-term guardians while bringing in fresh voices to challenge and inspire. As Matthew Syed explains in Rebel Ideas, diversity of thought prevents stagnation and keeps ideas flowing.

But here’s the danger: it’s easy to be like Charles Handy’s frog, sitting in water that’s slowly heating up, not realising the threat until it’s too late. A brand can lose relevance quietly until one day, it’s gone.

Think of Woolworths, BHS, and Thomas Cook. Once trusted household names with decades of history. They didn’t all vanish overnight. They slowly lost relevance, connection, and appeal. Trust alone doesn’t guarantee success.

I understand that many heritage brands work to tight budgets.

That’s why my approach blends three disciplines: Chartered Marketer, graphic designer, and executive coach. I deliver results that work from the inside out, engaging stakeholders and building brands with staying power.

If your heritage brand feels pinned or stuck, it’s time to breathe life back into it. Let’s explore your story, uncover fresh opportunities, and create a plan to keep your brand timeless and trusted.

Book your free 35–45 minute Zoom consultation today. Use the pop-up form (prompt is on the bottom right, or our contact form to book) and I’ll send the link, we’ll talk through your brand’s challenges, and you’ll leave with practical next steps. Whether we work together or not, you’ll gain clarity and momentum.

Most consultancy websites try hard to explain what the consultant does.
Frameworks, credentials, big promises.

The New Tribe Consulting website was designed to do something different. To reflect how Martin Tynan actually works. Calm, considered, and focused on what really matters when organisations are navigating growth or change.

Martin works with leadership teams at moments where progress depends on people, behaviour, and alignment, not just strategy on paper. So the website avoids noise and over-explanation. Instead, it creates clarity, reduces friction, and lets recognition do the heavy lifting. If someone reads it and thinks, “This feels like us”, it’s already doing its job.

That overlap matters. At The Brand Surgery, my work is about helping organisations connect, have better conversations, and turn clarity into action. This website applies the same thinking. It isn’t trying to persuade or impress. It’s quietly building confidence and making the next step feel obvious.

This project reflects how I approach digital work at The Brand Surgery. I’m not a website designer in the traditional sense. I care about how an online presence connects with the right people, supports meaningful conversations, and turns clarity into confident next steps.

If your website no longer reflects how you work, or the level you now operate at, it may be time for a different kind of conversation.

Connect. Converse. Convert.

If this resonates, contact Vicky to start a conversation.

Reframing engagement to unlock relevance, resilience, and funding

The Heritage Alliance’s ‘Heritage on the Brink’ report, published in 2024, highlights many of the same concerns I have been exploring in my own work, particularly the need to reposition heritage sites for relevance, reuse, and public confidence. Heritage sites across the UK are under pressure like never before. In 2024 alone, 155 buildings were added to Historic England’s at-risk register. Only 59% of organisations say they feel confident about the future. One in three has delayed essential repairs.

These aren’t just buildings. They’re anchors for identity, culture, and investment — and they need more than protection. They need repositioning.

That’s why I’ve published a new white paper: 👉 Download “Heritage Needs Repositioning, Not Just Preservation” (PDF)

It introduces a strategic framework I call the 4Cs of Heritage Storytelling — Context, Challenge, Collaboration, Change,  based on over 30 years of work helping heritage venues, councils, and brands rethink how they engage the public and funders.

The white paper includes real case studies from Brighton City Airport, Worthing Dome Cinema, Royal Cinemas, and the National Federation of Sub Postmasters — and responds directly to the sector’s need for tools, not just advocacy.

If you’re working on a heritage project, whether you’re a planner, funder, venue manager, or architect, I hope this gives you something practical and strategic to work with.

Heritage isn’t static. It’s active. And if we want people to invest in it, we have to give them something they can see themselves in.

Let me know what you think.
– Vicky (link to contact form)

 

A Conversation That Matters

When you’re ranked No.1 in the world for heritage architecture by Building Design’s WA100 for Heritage, you’re not just shaping buildings—you’re shaping culture. That’s why it was an honour to be invited to Purcell UK’s HQ in London to deliver my CPD talk, If Buildings Could Speak: What Would They Say?

With over 250 architects tuning in from across the UK, we explored the power of storytelling as a strategic tool in heritage-led regeneration. But this wasn’t just about buildings. It was about people, perception, purpose, and how an engaging narrative can turn a liability into a legacy.

The Buildings as Heroes

In this talk, we didn’t just analyse policy or process—we let the buildings take centre stage. Egyptian Halls, the Riviera Hotel, the Hoover Building—these weren’t just case studies—they were protagonists, each with a story to tell, a purpose to reclaim, and a future to fight for.

Delay, bureaucracy, and disengagement became the antagonists. Storytelling—the emotional, strategic kind that bridges communities, councils, and developers—was the tool to turn the tide.

Bridging Strategy and Soul

Through my two creative practices—The Brand Surgery and Made by Me by the Sea—I blend commercial strategy with emotionally charged visuals and narrative. It’s brain and heart working together to reposition heritage as an opportunity, not just history.

Purcell is already leading from the front—trusted to protect, conserve and revitalise some of the UK’s most historically significant places. My goal wasn’t to teach them how to do what they already do so well but to offer a complementary lens: storytelling as a lever for deeper engagement, faster decision-making, and more substantial stakeholder alignment.

As a former Vice Chair of Planning at Worthing Borough Council, I’ve seen firsthand how heritage decisions play out under pressure—from passionate objections to political compromise. That experience shapes how I approach stakeholder engagement and strategic storytelling today.

The genuine curiosity and openness in the room made the session so engaging. Nick de Klerk, Architect, Associate Partner, and head of Hotels and hospitality at Purcell Trustee Director, noted in advance, “I think you are pitching it exactly right, and your experience as a councillor and stakeholder, allied with your ability to visualise projects, will provide valuable insight.” That set the tone for an incredibly receptive and thoughtful audience.

Together, we explored how visual narrative and emotional resonance can:

• Shift public perception around contentious developments
• Motivate action from councils, funders, and private investors
• Add strategic value to planning proposals

The Frameworks We Explored

I shared two of my original tools designed to help teams make heritage projects not only successful but sustainable:

• THRIVE: A framework for repositioning buildings with transformation, history, reinvestment, innovation, vision, and engagement.
• BRIDGE: A model that links branding, regeneration, inclusion, design thinking, growth, and emotional connection.

Real-World Case Studies

We grounded these ideas in actual buildings with real challenges:

• Egyptian Halls, Glasgow: A majestic but deteriorating icon facing decades of delay. What happens when the public is brought in too late?
• Riviera Hotel, Weymouth: A seaside gem with heritage status but no apparent purpose. What would it say if it could speak?
• The Hoover Building: A success story of conversion and alignment with housing needs—proof that everyone wins when purpose and preservation align.

Why This CPD Talk Resonated with Purcell

Purcell’s architects care deeply about place and legacy. This session added fuel to that fire—inviting them to view storytelling not as an artistic flourish but as a strategic driver for heritage-led development.

We talked about how:

• Storytelling makes buildings emotionally investable
• Visuals and poems can translate planning language into public empathy
• Stakeholders act faster when they feel something

Where Do We Go From Here?

Storytelling can’t save a building on its own. But it can:

• Win hearts before planning battles begin
• Attract the right investors before sites slip further into decay
• Help architects, developers, and local councils align around a shared narrative of future use

This is what I mean when I say: “I don’t just create visuals. I create connections.”

Could This CPD Talk Add Value to Your Practice?

If your firm works on listed buildings, adaptive reuse, or stakeholder-heavy regeneration schemes, this CPD session could help you reframe how you position your work and engage your audiences.

It’s already helping firms like Purcell explore new ways to bring historic places back to life—with care, clarity, and conviction.

Interested in Booking This CPD Talk? Contact Vicky Vaughan to discuss availability, delivery formats, and how we can tailor the session to your team.

 

🌍 www.thebrandsurgery.co.uk | www.madebymebythesea.co.uk

I bring heritage buildings to life—through evocative illustration, strategic storytelling, and the insight of a former planning committee vice chair.

PS I’d love to talk if you’re a top-100 practice working in heritage, regeneration, or adaptive reuse. Let’s connect and explore how this CPD session can support your vision and help your projects thrive.

 

Blog Post: Revitalising the Magic of Cinema – Royal Cinemas Rebrand

At The Brand Surgery, we love a challenge, and rebranding Royal Cinemas in Sutton Coldfield was an opportunity to combine heritage, creativity, and strategy to breathe new life into an iconic building. This project showcased our expertise in nationwide branding, helping businesses stand out while staying true to their roots.

A Cinematic Challenge

The Royal Cinemas, originally opened as an ODEON Cinema in 1936, is a Grade II listed building brimming with Art Deco charm. After closing in 2020, the cinema was brought back to life by PDJ Management Ltd, reopening in mid-2024. With four screens in an area bustling with competitors, including Vue, Cineworld, and Odeon, the rebrand needed to do more than look good—it had to attract local footfall, celebrate the building’s heritage, and grow its audience.

The Royal Cinemas Logo: Art Deco Elegance

Using our SuperFlex™ Logo Design Package, we crafted a logo that highlights Sutton Coldfield’s rich history as a Royal Borough and the cinema’s stunning Art Deco design. The horizontal lines in the logo draw from Art Deco patterns, with the negative space symbolising the screen experience, while the lower lines represent the audience. It’s a design that’s simple, striking, and versatile—perfect for signage, social media, uniforms, and more.

How We Achieved Branding Success

We used The Brand Surgery’s three pillars of brand health—Connect, Converse, Convert—to tackle the project:

• Connect: Through a Discovery Session and customer research, we uncovered what audiences loved and what needed improvement. While the Art Deco decor charmed patrons, uncomfortable seating drove them elsewhere. We designed a brand that honoured the past and invited customers to rediscover their love for the cinema.
• Converse: Our design had to communicate, “We’re open, better than ever!” at every touchpoint. Inspiration came from the Royal Tudor Rose and the building’s heritage, ensuring the design resonated with the local community while standing out in a competitive market.
• Convert: The new branding isn’t just about aesthetics—it’s about attracting and retaining patrons. With a design that’s memorable, modern, and full of character, Royal Cinemas is set to captivate audiences once again.

Heritage Meets Hospitality

The Royal Cinemas project reflects our ability to blend branding with architectural and historical sensitivity. We’ve worked with PDJ Management Ltd on other cinemas, including The Dome Cinema in Worthing and Majestic Cinema in King’s Lynn, and their feedback highlights our collaborative and creative approach:

“Vicky has created wonderful logos for The Dome Cinema, Royal Cinemas, and Majestic Cinema, all in keeping with our lovely buildings. She has been very easy to work with, and I look forward to continuing our relationship into the future.” – Paul Jervis, Managing Director, Dome Cinema, Worthing

Ready to Rebrand Your Business?

At The Brand Surgery, we specialise in transformative branding, from heritage cinemas to modern businesses. If you’re ready to revitalise your brand, get in touch with Vicky Vaughan FCIM FIoL on 07909 693172 or fill out our contact form.

Explore more branding success stories on our Branding by Sector page. Let’s make your business unforgettable.