UK-based genealogy service Findmypast has appointed creative outfit Above+Beyond at its new lead agency partner following a competitive pitch process.

The London-based firm will now be tasked with helping to make Findmypast a household name throughout the UK, with a brand refresh and the launch of a new brand platform in the works.

‘Rooted in Culture’ will illustrate to audiences how the genealogy service can help users to look beyond just dates and names on their family tree, and delve deeper into their past to gain a greater understanding of the lives their ancestors lived.

“This is an exciting next step in Findmypast’s evolution as we aim to help more people understand family history research. Thanks to our clever hint technology and extensive newspaper archive, Findmypast will help you delve deeper to gain that understanding of your family history and help you to understand why they lived the lives they did,” said Findmypast director of brand Helen Kaye.

“We’re delighted to be working with Above+Beyond, the partnership and collaboration in delivering the new brand platform has been inspiring and they truly share our passion for helping people better understand their family history.”

An inaugural campaign, using the new tagline: ‘Your Family History Understood’, is set to run across social media, display, print and radio, with more to come throughout the year.

Above+Beyond ECD, Joe Bruce added: “It’s not very often you get to work with a brand that has such a clear USP, not to mention a bottomless collection of amazing stories, photographs and culturally rich material to play with.

“We are really excited to be working with the whole team at Findmypast, it’s a real privilege to be trusted by such a knowledgeable and passionate group of people.”