Location branding for Northern Gateway

Building a brand and sense of place at a high-profile, mixed-use development

Challenge: Colchester Borough Council’s flagship Northern Gateway project, a high-profile mixed-use development, required a compelling visual identity. The challenge was to establish it as the premier mixed-use destination outside of London, while simultaneously ensuring that its diverse components – including a sports park, commercial zones, business hubs, recreational areas, medical facilities, and new residential homes – each had distinct identities, yet maintained overall stylistic unity.

Solution: We tackled this by creating key personas to understand how and why different types of people would use and navigate the development. This crucial insight allowed us to differentiate the various areas effectively while maintaining a clear brand hierarchy.

This approach also facilitated the establishment of a user-centric wayfinding experience. We developed a new colour palette and utilised differing illustration styles for each of Northern Gateway’s varying areas, which collectively created a strong sense of diversity and culture.

Outcome: The result was an attention-grabbing brand specifically designed to resonate with all individuals interacting with the destination, whether they are office workers, residents, leisure users, or day visitors. The cohesive yet distinct branding successfully positioned Northern Gateway as a leading mixed-use destination, making it easy for users to navigate and engage with its diverse offerings.