Why place branding?
The difference between success and failure for large scale and long term regeneration and development projects rests in the ability to make everyone feel good about the project and the place.
One of the key requirements at the outset of successful projects is to excite everyone with an authentic, rooted and motivating vision.
A simple enough goal, but one that requires the skilful comprehension and absorption of many agendas. As well as a keen understanding of all audiences, to underpin the creation of an idea of place that motivates - and becomes amplified - by all those involved.
To create a vision - and then a place - that all stakeholders and audiences can buy into - political, commercial, investment, partners, residents and occupiers.
In short, to stand out and stand for something greater than the physical attributes and practical benefits; to become a new place that people want to connect with.