Branding, campaign identity and advertising for The Place

Driving regeneration in Great Yarmouth – The Place to be

Challenge: 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. The specific challenge was to rebrand the building and establish a new brand architecture that could seamlessly incorporate partner brands.

Solution: Our approach was rooted in comprehensive desk research, audience profiling, and stakeholder workshops, which collectively informed our creative direction. We developed potential names and initial brand concepts, rigorously testing and refining them through focus groups until the final identity was established. Throughout this process, we collaborated closely with a wide range of stakeholders and partner organisations, including UEA, University of Suffolk, and East Coast College.

This meticulous process led to the birth of The Place, a new brand. The final identity features an abstract ‘P’ symbolising both conversation and location, combined with a bold, contemporary, friendly, and open typeface. This design reinforces the message that education is for all, regardless of background, beliefs, or accessibility requirements. We also delivered a comprehensive brand book detailing application and usage rules to ensure consistency, alongside a suite of messages for social media and advertising, such as “Realise your future goals” and “The Place where everyone has the opportunity to learn.”

Outcome: The resulting brand, The Place, successfully encapsulates the Council’s vision. Its clear, inclusive identity and robust brand architecture not only reflect the ambition for the transformed space but also provide a consistent framework for partner integration. This strategic branding and messaging supports the Council’s goal of fostering a vibrant and inclusive Great Yarmouth, where everyone has the opportunity to learn and realise their future goals.