In 2016 the Town developed a new 10 year Strategic Community Plan. It was posed at the time that perhaps the existing brand identity did not reflect this new Vision. After a competitive tender, we were successfully awarded the opportunity to undertake a brand audit utilising data, research and crucially, the results of extensive community consultation.
This process highlighted the need for a brand refresh, both visually and more importantly the development of new brand positioning. All good creative should be driven by strategy – otherwise all we are doing is creating ‘pretty pictures’ – and in this case it was the brand positioning strategy that really drove the visual representation.