The Vale family have run the Harbour for thirty years and bought the Vale in 2019. Same coastline, same standards, two brands that looked like competitors.

One identity with a range

The instinct was to build a parent brand and sit both under it. We argued against that: nobody books a parent brand. Instead we built one system with two temperaments — shared type, shared paper, shared photographic direction, but the Harbour runs warm and the Vale runs cool.

Guests who stay at one now recognise the other, which was the entire commercial point. Direct bookings rose thirty-eight percent in the first year.