Driving regeneration in Great Yarmouth – The Place to be

When Great Yarmouth Borough Council acquired the iconic and much loved Palmers department store, it needed a creative partner to help interpret and bring to life it’s ambition for the building – to help transform and revive Great Yarmouth town centre into a vibrant economic, cultural and community hub.

The challenge

Rebrand the building and demonstrate how partner brands could be incorporated into a new brand architecture.

Our approach

Desk research, audience profiling and stakeholder workshops helped inform creative direction. Potential names and initial brand concepts were tested with focus groups, and refined until the final identity was arrived at.

Throughout the process we worked closely with a wide range of stakeholders and partner organisations (UEA, University of Suffolk and East Coast College).

Welcome to ‘The Place’

A new brand, The Place, was born. The final identity uses an abstract ‘P’ symbolising both conversation and location, combined with a bold, contemporary, friendly and open typeface. Education is for all, no matter your background, beliefs or accessibility requirements.

A brand book demonstrating application and usage rules to ensure consistency; along with a suite of messages for use on social media and in advertising were also delivered. “Realise your future goals” and “The Place where everyone has the opportunity to learn”.