Strategic place branding for growth, regeneration and change
We help places shape stories that unify
From early stage developments, established destinations, politically sensitive NSIPs and Special Economic Zones, Anatomy has experience working across a range of places with varying needs at every stage of change. We help you build belonging and trust over the long term.
The strategic challenges places face
A perception problem
Broad, complex stakeholder mix
Opposition to change
Political sensitivity
Declining relevance
How can place brands help create successful places?
A unique identity
Humans are innately attached to places – where we live, where work and where we visit. This core to our sense of self. An authentic sense of who you are creates meaning that people can attach to.
Knowing your advocates
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, engaging them early pays dividends.
Community building
We evolved to survive in groups. Places are made by the people. Designing for community is now part of every credible vision but through engaging audiences early, the brand can support this from the get-go.
Unified stakeholders and consultants
A shared story of place that stakeholders can support over time will create buy-in, build trust with communities, shift perceptions, transcending elections and leadership changes
Co-creation and insight
A brand that isn’t rooted in what people think and feel can exacerbate opposition. Different audiences can have opposing needs. Places that get it right know who they are for and how to frame their narrative accordingly. The include people in what comes next
Our approach to
place branding
Discovery
Understanding the landscape
We research the drivers, barriers, and behaviours of audiences and stakeholders to understand what really motivates them. We place this in the context of your ambition, the bigger picture, competitors, and the macro factors that impact success.
Strategy
Shaping the narrative
Based on our findings, we shape narrative options that are rooted in audience needs and benefits with clear framing for different groups. These are co-created and tested to finalise the strategic direction for the brand.
Brand development
Creating the identity
This stage is about the creative expression of the brand that will elicit emotion and persuade with brand codes that will build long term positive perception. We define how the brand looks and speaks.
Activation
Long-term success
To build pride and belonging the brand needs to come to life and be embedded in place. We work with clients to develop their digital presence, run marketing campaigns, design murals and support events.
Eastern City
Creating an impactful community in the City’s financial hub
Adlington New Town, Cheshire
A brand for a new northern community
Vauxhall London
The destination for different
Team London Bridge
Unifying the business community with a new digital platform
Knightsbridge
A place of character and distinction
City of London
Reinvention and renewal for 2,000 years; helping London compete with a destination brand for the City
East West Rail
The story behind the numbers: engaging communities with the benefits of East West Rail
Humanarium
Ireland’s first health & wellbeing gallery
Edgware Town Centre
Building belief in a new town centre
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.
Best Place or Nation brand at Transform Awards 2024
Best Place or Nation brand at Transform Awards 2024
Who we work with
Kings Road
City of London
Oxford Street Dev Corp
Transport for London
Eastern City BID
Knightsbridge
East West Rail
Grosvenor
Ballymore
Lambeth
Vauxhall
Criterion
R&F Group
RCSI
City of Westiminster
Edgware
New West End Company
Rotherham Borough Council
Horniman Museum
CEG
Why anatomy
Experience of complex projects
We have experience with politically sensitive NSIPs going through DCO process with large and complicated stakeholder landscapes.
Audience-led
Our work is firmly rooted in what audiences think and feel to generate trust and authenticity. We’re not here to impose a brand that doesn’t have relevance or resonance.
Long term partnerships
As owner-operators the relationship is everything to us. You will find us flexible and committed to supporting you over the long term, not clock watching.
Varied experience
From New Towns, to NSIPs, to Special Economic Zones, to international destinations and regional towns we have experience working with different places with very different needs and audiences. What unites them is a need to communicate change. Through our consultant network we can bring international tourism and inward investment expertise to the table.