Like many councils, Braintree has faced tough financial challenges as the funding of local council services continues to dwindle. This creates a significant challenge, as the district is on track to grow significantly with the expected construction of 15,000 homes between now and 2033. Braintree council called on Shout to create a brand identity for a £100million regeneration project designed to secure the outside investment they so desperately need.
Braintree came to Shout with their plan for the regeneration of Manor Street, a project including the construction of homes, a hotel and bus interchange, additional car parks, and a Livewell health club. A compelling brand identity, that would tell the story of Braintree's evolution, was essential.
Shout began by creating a focus group of local residents, businesses and council members. We ran our popular Brand ‘Discovery’ Workshop and unearthed ideas on names and the core of the brand's personality, tone of voice and potential design direction. Our resulting designs drew heavily on Braintree's heritage as a textile town, where we borrowed and repurposed patterns from Braintree's Warner Textile Archive, while adding a modern twist. The overall look and feel combined elements of Braintree's history with a nod to the contemporary – a perfect way of signalling to audiences that Braintree is on an exciting evolutionary journey.