Public Sector Brand Project

Redefining the high street.

Brand Project Overview

Set against a backdrop of economic decline, UK high streets face significant challenges.

Increases in online retail and the change in consumer habits following Covid-19 have contributed to shops closing and towns left with empty retail spaces. In 2019 Manchester Metropolitan University’s Institute of Place Management (IPM) were awarded an £8.6 million contract by the government to lead the task force (named High Streets Task Force) and to deliver support to local authorities and communities.

This public sector brand project included multi-stakeholder liaison across numerous organisations including PWC, Design Council, MMU, IPM and Ministry of Housing, Communities and Local Government.

Key Business Challenges

A brand that needed to resonate with the needs of multiple stakeholders.

How should they be positioned?

A complex and ‘new’ offer that needed to be clear and compelling.

How might we ensure audience engagement?

Very tight deadlines to go to market.

How might we turn around a brand project whilst assuring speed and quality?

Brand Process

Multi-stakeholder engagement across private and public sector partner organisations.

Multi-stakeholder workshops.
Managing multi-stakeholder expectations across 12+ organisations.
Competitive research.
Uncovering key organisational and communication challenges.
Visioning the future.
Defining purpose, principles and personality.
Reframing the proposition.

Brand Strategy

Action a new vision for the high street.

Brand purpose:

We exist to redefine the high street.

Brand proposition:

The High Streets Task Force is an alliance of placemaking experts.
We provide the encouragement, tools, skills and training
that communities and local government need to transform their high streets.

Brand personality:

We are Action-oriented.
We are Bold.
We are Trusted.
We are Tenacious.
We are Open.
We are Inspiring.

Brand Identity

A flexible easy to use tiered identity.

A new brand identity system.
A flexible grid system that can adapt to multiple layouts and media.
A three-tier visual identity mark to reflect partner, collaborator and client-levels of engagement.
Comprehensive brand guidelines.
A messaging platform built on their action-oriented focus.
Comprehensive templates and guidance on how to utilise the grid system in digital and print formats.
W3C accessibility standards were adhered to throughout.