The council wanted to build a more empowering, participatory relationship between the state and the community, moving away from the historically paternalistic approach it had to service delivery.  Going forward it wanted to empower residents to have more involvement in council services and greater investment in their community and the borough.

The council also wanted to raise the aspiration of the borough, making the borough a place where people want to put down roots and bring up their families, no longer a place people temporarily call home before they move on elsewhere.

Working with our strategy partner for this project, The Campfire Collective, a single minded proposition ‘We all have a part to play’ led the communications to residents where the long standing ampersand, from the name of the council, acts as the link between the council services and the obligations of the community to help those services be delivered.

The corporate brand of the council also needed to be developed to replace a marque that wasn’t fit for digital application or sit alongside it’s services; multiple unconnected logo’s created for each service meant people didn’t realise the services they were using were being provided by the council.

We created a brand system inspired by the the heritage of the area, and the Short Blue Fleet who unusually flew square blue flags to signify their inclusion.

We created a number of brand elements for the marketing team to draw upon to help recognition of the master brand through their campaign brands.