Challenging perceptions to deliver a brand identity with attitude, for a fiercely independent neighbourhood that has defied expectation for over 50 years.
Community led organisation Newington Big Local has worked with brand consultancy Lantern to develop a new brand and identity reflecting the attitude of the area and its residents.
The estate of Newington, near Ramsgate, has driven change and defied expectation for over half a century. Fuelled by the determination and resourcefulness of its residents, today it’s undergoing a resurgence thanks to fresh investment of £1million from the Big Lottery Fund and a neighbourhood of residents empowered to make the estate a better place.
“Right from the start we worked with residents from the Estate to help inform the design. From strategic workshops to creative presentations, it was important to make sure we reflected their defiant spirit throughout the branding and tone-of-voice.” says Lantern Designer Henry Brown.
The brand identity is designed to symbolise unity, leadership and independence within Newington. The forward leaning angle of the icon references forward movement, aligning with the estate’s aim to drive further positive change in the years to come.
“Through intelligent wordplay, we’ve completely transformed the stereotype of an Estate from something negative into a place that’s fiercely optimistic and proudly independent. This is reinforced by a suite of upbeat illustrations and a colourful brand system that’s easy to apply and roll out.” adds Brown.
The rebrand aims to increase awareness of the Lottery funding and drive further engagement within the neighbourhood as well as helping them to secure more funding in the long-term.
Lantern has worked on a range of promotional material to launch the new brand in print and online including flyers, postcards, t-shirts and a new website.