The chosen design, featuring the colours and character of the local landscape was the overwhelming favourite of those who took part in the recent consultations.
With the tagline “Discover Hidden Treasure”, the design aims to put the spotlight on Minehead and its surroundings as well as the wide range of activities that can be found – and enjoyed. The new approach also includes a new way of linking Minehead with its beautiful surroundings, by describing the area as Minehead Bay.
Research Agency Flotilla Media started work on the project late last year and carried out market research that included face-to-face, telephone and online interviews, along with brand workshops and public consultations. Minehead’s Coastal Communities Team (CCT) is leading the initiative.
They wanted to tap into what makes Minehead special – and the ingredients that make it a magical place to visit.
The chosen logo will be rolled out widely and used to promote Minehead and its surroundings and encourage more people to come and enjoy its friendliness, wonderful landscape and coastline and heritage as a seaside resort.
Advertising and design agency RH Partners has worked in collaboration with Flotilla Media on the development of a brand strategy and new logo.
“We’ve been so inspired by the sense of pride expressed by everyone we’ve talked to in Minehead. There’s great enthusiasm to see the town really flourish, and we hope the brand campaign will provide a strong foundation for attracting more visitors” said Charles Mills, Managing Director - Flotilla Media.
“It has been encouraging to see the overwhelmingly positive engagement with the new identity options presented at the consultation sessions. Residents have not only given direction on their preferred choice but added further suggestions to help promote Minehead”, said Paul Ridgers, Managing Director – RH Partners.
The brand development is part of Enterprising Minehead, a partnership project between West Somerset Council, Minehead CCT and partners including representatives from the business, voluntary and leisure sectors.
The initiative will include the physical re-development and refurbishment of the seafront, a tourism training academy, the development of a business improvement district (BID), new events, a heritage trail and branding and marketing activity.
Funding secured includes £501,000 from the Hinkley Point C Community Impact Mitigation (CIM) fund, almost £80,000 in Leader funding - EU money allocated to help rural areas – and £130,000 from the Government’s Coastal Communities Fund.
The grants need to be spent on specific projects, within set timeframes with the emphasis on boosting the economy, creating new jobs and improving skills, marketing and branding. In addition they need to make the most of opportunities afforded by Hinkley Point C as well as mitigating any negative impacts.
Notes: Attached is an image of the brand and how it could be used in promotional material - flags, for example.
Debbie Rundle, on behalf of West Somerset Council,01984 635280 or 01823 356407 email firstname.lastname@example.org