Place Branding

Changing perceptions with an aspirational place brand

Client: Discover Ashfield

Overview

Ashfield is a local government district of western Nottinghamshire, England. Renowned for its welcoming, passionate communities, it’s a rural home to many historical and cultural figures, most notably Lord Byron, and an ideal business location in the heart of the country.

Challenge

With perceptional challenges for the area, a steering group was established to promote Ashfield as an attractive area to live, visit and work. After successfully winning a pitch, Threerooms set to work, on the strategy and design of a new place brand that would create a positive internal and external profile.

Outcome

Ashfield District Council partnered with Threerooms to create “Discover Ashfield“. This aspiring place brand is now helping support a range of activities to promote their area as a visitor destination, develop a sense of pride in the community and attract inward investment.

Discover Ashfield branding

A new vibrant identity carries a central message: Discover Ashfield for leisure, living, work and business.

Bespoke illustrations

We chose to design a suite of modular illustrations, one for each conurbation and an overarching design for the district. They feature many local landmarks and buildings to build pride and raise awareness.

A sharp strategy

The place brand is versatile, able to support a range of communications objectives. It can resonate with different groups of people, including residents, community groups and investors. Everything was captured in comprehensive brand guidelines for a successful rollout and long-term consistency.

A brand people can love

The place branding group now has an identity and strategy that can support various goals and marketing objectives. Since launch, we’ve continued our partnership working on specific campaign materials, such as “Feel Good Families” and “Feel Good Food”, helping local people eat well and stay healthy.