Strategic branding for place-based regeneration and inclusive growth
Anatomy is a brand and marketing agency helping early-stage developments, New Towns, Development Corporations and NSIPs build support. Using insight, we turn policy, economic data and technical information into compelling brand propositions that work across the stakeholder mix – from Whitehall and investors to local authorities and communities.
The strategic challenges for emerging places
Mobilised opposition
It’s easy to forget there is a silent majority out there who want development. Especially when the opposition is organised and funded. Getting on the front foot, engaging early and using the right channels to engage people early and throughout the development cycle pays dividends.
Perception issues
While the vocal minority have an outsized impact on perception, media, disruption and word of mouth can all impact perception negatively. The counter narrative built around tangible benefits that people care about is key.
Messages not landing
Engaging on a human level is critical for creating connection. Relevance is everything, every audience has different needs and drivers. What works for Whitehall won’t work for communities, future residents or visitors.
Complex stakeholder needs
Being clear on the vision and the benefits for different stakeholders – often with opposing needs – supports alignment.
Who we work with
Local authorities
That need to demonstrate place-based inclusive growth to build confidence with communities, partners and investors
Government organisations
Communicating long-term value, UK economic growth, jobs, skills, housing and social impact
Developers and landowners
Creating a tangible sense of what the future could look like to win support and navigate the planning process
Infrastructure and NSIPs
For major projects that need to explain complexity, reduce misunderstanding and align stakeholders around a shared narrative
Development corporations
That need to consult on – and articulate – why change is happening and how it will benefit places and communities
How can branding help win support?
Making it tangible
The best way to win support is to help people to imagine how their lives could be improved. While it can’t look like a ‘done deal’, it takes more than printed maps at a consultation.
Making the complex simple
Large, multi-stage projects are technical with multiple audiences, usually with competing needs. Strategic branding crystallises and segments so you can land the right message with the right audience.
Creating the argument
Why here and not there? Branding draws together the various narratives across economic and social impact, being clear on benefits and why the investment should be made. A shared story of place that stakeholders can support over time will transcend elections and leadership changes.
Strengthening local identity
A co-created narrative articulates your distinctiveness and your strengths, supporting place attachment. It creates meaning people can connect with, influencing perception early on. We see engagement and community research as one and the same thing.
Engaging the silent majority
A vocal minority can dominate time and resources. A communication vacuum will always be filled with untruths and allow their message to spread. There is a silent majority that will support you; they need to be engaged early.
Revitalising the Stratford Original brand to celebrate heritage and growth
We’re partnering with our friends at Stratford Original to refresh their brand, website, and design compelling reballot materials ahead of their upcoming third-term campaign.
Place branding drives change and creates social value
Looking at resilient places, one thing they demonstrate is a clear sense of self. While there will be plenty of other factors that make them a success – reputation, identity, proposition, personality, or whatever you want to call it – plays a part.
Animating infrastructure: Building understanding through motion
Animation plays a central role in community engagement for complex infrastructure because it converts systems-level information into something people can process quickly and accurately. Infrastructure projects involve sequencing, temporary states, interfaces, and constraints that are difficult to explain through reports or static plans. Animation turns these layers into a visual logic people can follow.