Newington and St. Andrews

A places brand for the people of Hull

Scope

Identity, change and strategy Direction planning / Internal Communications / Hearts and Minds / Stories
Growth and winning work Clarity and direction / Sustaining ambition / Innovation / Brand idea / Brand communications 

Sector

Government and Public sector

Background
Hull City Council, working alongside Keepmoat as the developer, embarked on a city-wide ‘ Stepping Up’ regeneration strategy, where the development programme included new housing - predominantly for first time buyers, to attract new residents to the area, as well as regenerating numerous community-led enhancements, to make the locality a family friendly place to live.  

Brief
As part of the regeneration plan, the traditional boundaries of some localities were changed, creating the opportunity to generate a renewed sense of place and belonging. The challenge was to position the targeted regeneration of the Newington and St. Andrew’s within the citywide regeneration agenda, and to promote the positive changes taking place specifically in Newington and St. Andrew’s under a single look and style.

Solution
We created an integrated marketing communications strategy, led by the building of a unifying brand proposition, aimed primarily at existing residents to reinforce positive change and secondly, to appeal to potential new home buyers. Our ‘New and..’ brand idea, reflected the vision and aspirations for the area and strong sense of community, whilst campaign messaging demonstrated a co-ordinated, partnership approach to regeneration, including application across homes, jobs, healthcare, local services, schools and green spaces.