Adlington New Town, Cheshire
A brand for a new northern community
As one of the three actual ‘new’ new towns on the government’s approved short list, the vision for Adlington was a balanced community that could generate inclusive growth with jobs, homes and new infrastructure. But, as a greenfield site with the potential for 20,000 homes, the opposition was always going to be fierce. We created a coherent narrative, brand and set of materials for MHCLG and the New Towns Task Force. We then needed to make sure things were fit for the local community – minimising objections and engaging potential supporters with the benefits.
With few proof points, we still had to be clear on the ‘why’, making the economic case and painting a picture of what sort of place it would be. Working with CBRE, environmental and economic consultants, we balanced national need with local impact. Thinking sensitively about tone and expression we created a brand that could carry the scheme through to community engagement and the masterplan process.
While Adlington was not confirmed as part of the first wave of government-supported projects, its development potential remains clear.
As one of 3 actual ‘new’ towns on the list, Adlington has the opportunity to be an exemplary New Town, delivering up to 20,000 homes (40% affordable), jobs, and inclusive growth. However, as a greenfield site, some of it greenbelt, the opposition was always going to be fierce. Under NDA from the government, Belport needed to work behind closed doors to develop a coherent narrative and set of materials to engage MHCLG and the New Towns Task Force and very limited number of early stakeholders
Adlington New Town, Cheshire
A brand for a new northern community
As one of the three actual ‘new’ new towns on the government’s approved short list, the vision for Adlington was a balanced community that could generate inclusive growth with jobs, homes and new infrastructure. But, as a greenfield site with the potential for 20,000 homes, the opposition was always going to be fierce. We created a coherent narrative, brand and set of materials for MHCLG and the New Towns Task Force. We then needed to make sure things were fit for the local community – minimising objections and engaging potential supporters with the benefits.
With few proof points, we still had to be clear on the ‘why’, making the economic case and painting a picture of what sort of place it would be. Working with CBRE, environmental and economic consultants, we balanced national need with local impact. Thinking sensitively about tone and expression we created a brand that could carry the scheme through to community engagement and the masterplan process.
While Adlington was not confirmed as part of the first wave of government-supported projects, its development potential remains clear.
