NewingtonTransforming a forgotten neighbourhood into Europe’s best place brand
Estate of Enablers
In 2011 the estate of Newington, near Ramsgate, was identified as one of the country’s least funded and most forgotten areas. Fuelled by the determination and resourcefulness of its residents, it’s now undergoing a resurgence thanks to £1million from the Big Local initiative. We worked directly with residents to challenge perceptions and deliver a brand strategy and identity for this fiercely proud neighbourhood of 5,000 people, positioning the area as the ‘Estate of Enablers’ and rewriting the narrative of the estate into something undeniably positive.
Sectors: Place and destination
Services: Research and analysis, Stakeholder engagement, Brand story development, Visual identity development, Guidelines and artwork, Brand implementation
“Lantern's attitude-focused approach gave us a powerful personality, moving us from a forgotten neighbourhood to Europe’s best place brand.”
Cara Thorpe, Head of Community Development
An estate of mind
The new logo is designed to symbolise unity, leadership and independence within Newington. A flying flag is the perfect metaphor for this, as well as the positive change planned for the neighbourhood in years to come.
Intelligent wordplay and a series of creative headlines transforms the stereotype of an estate from something negative into a place that’s fiercely optimistic. This is reinforced by a suite of upbeat illustrations and a colourful brand system that’s easy to apply by committee members and residents alike.
Raising the standard
Designed to work as an online community noticeboard, we created a website that is easy to update with the latest news and events. In addition, a range of promotional materials from banners to flyers and brochures to merchandise helps to increase awareness of the Lottery's £1million grant, also renewing the area's credibility and improving the chance of securing more funding in the long-term.
In addition, Lantern developed a comprehensive guidelines document to ensure the Newington residents' committee were able to continue creating consistent and compelling marketing materials. We continue to work with the community in developing marketing and communications, including the design and delivery of a neighbourhood newspaper, with over 3,000 readers.
