Berwick-Upon-Tweed Placebrand
The solution: when a town has changed hands between Scotland and England 13 times over thousands of years, you know it’s worth fighting for. Boots-on-the-ground insights here contributed just as much to narrative development as stakeholder and community contributions and revealed a place that is above all steadfastly itself. English? Yes. Scottish? Aye. Rural small-town mindset? Yep. Progressive and open? Absolutely.
The result: our engagement process collected insights from over 12% of the town’s population, and created a set of values and a vision to propel the tourism team into a new era, ready to attract a new generation.
The challenge: get under the skin of a coastal town with thousands of years of history to unlock a narrative ready to underpin a 21st century tourism and marketing strategy.
Mockups from visual identity pack
We’re always told to ‘look up’ when visiting somewhere new to truly appreciate the scenery, but in Berwick-upon-Tweed you need to make sure to look down too. Jumping off your high speed train and wandering downhill through the town, you’ll notice in a few minutes as the cobbles underfoot turn to grass, and then to sand, until you’re truly on the edge of it all – where England meets Scotland and the land meets the sea.
Team: HemingwayDesign
Year: 2018
Client: Berwick Town Council
Snippet from long-form brand narrative piece
My Role: Community and stakeholder engagement, quant and qual analysis, strategic lead, narrative copywriting.