When New Bilston approached Zulu to ask if they could help promote the town for the Heart of England in Bloom trail, we gladly took up the challenge.
Part of the national Britain in Bloom Trail, Bilston has invested a great deal of time in bringing together the local community of Bilston, ranging from local residents, to local businesses and schools to promote the town as part of the Heart of England in Bloom competition. New Bilston, the driving force behind the submission, has put in place a variety of creative schemes to get the community to take pride in its town. By utilising derelict wasteland, restoring church grounds which hold key points of historical interest, encouraging contributions from businesses and helping to educate school children on the value of caring for their environment.
Brand design – The Identity
Zulu’s task was to design an identity and a judging portfolio that would set aside Bilston from its other competitors, demonstrating clearly its total commitment to the initiative. The identity had to look no further than the town itself for its inspiration using some of the key buildings in the town as its backdrop to a successful campaign. The identity establishes a platform for Bilston to expand into many new projects which it currently has planned without diluting the original concept.
Brand design – The Portfolio
The portfolio is designed throughout to communicate community cohesion, keeping a very non-corporate feel, allowing the public and judges alike to engage in the document, while clearly showing its green credentials. A graphic story of visual icons was developed to link to the overarching brand, which used everyday garden objects to help highlight and communicate the key achievements of the town.
Green Credentials by Design
It was always necessary for the design to be supported by the use of bright warm colours with a clear friendly typeface but more importantly, that the brochure was as good an advocate as the projects the town was initiating. This was delivered by printing the portfolio on a 100% recycled FSC accredited uncoated paper, where the stock was chlorine free, ISO 14001 accredited and 100% NAPM accredited, using vegetable inks and a pulp board outer cover to emphasis not only the recycled credentials of the portfolio itself but also what the project was trying to achieve.
The bid has been so successful that the portfolio is now being used by the judging panel to demonstrate the standard other Urban communities should aim towards. The project also clearly demonstrates how much can be achieved when the whole community pulls together for a common goal, with the obvious benefits of boosting the local economy through increased tourism, commerce and house prices as well as significant and long term regeneration of disadvantaged areas. It also addresses issues such as sustainability, recycling, minimising waste and energy conservation. But above all else, it instills a sense of civic pride, something which certainly isn’t very apparent in urban towns today.
Zulu is looking forward to working together with New Bilston in the future, developing and promoting the exciting new projects, which the town has planned.