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The Place Branding
CLIENT:
Great Yarmouth Borough Council
PROJECT:
Naming and brand development for a new learning hub in Great Yarmouth
EXPERTISE:
Naming / Brand positioning / Identity development / Research / Stakeholder workshop / Audience focus groups / Strategy / Copywriting
ROLE:
Creative Direction
TEAM:
Adam Little / Martin Betts
CHALLENGE
When Great Yarmouth Borough Council acquired the iconic Palmers department store, it had an ambitious vision for its future as a new destination for learning, skills and opportunity. The challenge was to create a distinctive brand for the building while establishing an architecture flexible enough to bring multiple education partners together.
Just as importantly, the brand needed to feel relevant and welcoming to the people of Great Yarmouth – not simply reflect the ambitions of the organisations delivering it.
IDEA
The Place.
A simple name with a broad invitation: a place to learn, connect and realise your future.
The identity centres on an abstract P formed from two conversational shapes, representing both place and conversation. A bold, contemporary and approachable visual style reinforced the idea of an open, inclusive environment where everyone has the opportunity to learn.
STRATEGY
I led the discovery and creative development, starting with desk research, audience profiling and a stakeholder workshop bringing together the organisations involved in shaping the new space.
We developed and tested potential names and creative territories before putting them through four audience focus groups. This gave us the opportunity to challenge our own assumptions, understand how different audiences responded to the ideas and refine the brand around what genuinely resonated.
The resulting identity was designed to work across a flexible brand architecture, allowing partner organisations including UEA, University of Suffolk and East Coast College to sit within the wider Place brand. I also led the development of the brand guidelines, messaging and campaign creative, creating a consistent platform for future communications.
IMPACT
The Place gave Great Yarmouth Council a distinctive, inclusive identity for an ambitious regeneration project, bringing multiple organisations together under one clear brand.
More than simply renaming a building, the work created a proposition people could understand and connect with – positioning the space as a place where everyone has the opportunity to learn, connect and realise their future.
