Northern Roots, Oldham
– Stakeholder Engagement
– Brand Strategy
– Visual Identity
– Launch Campaign
Background
Oldham-based charity, Northern Roots, was looking to elevate its brand, create clarity around its key message and identify its audience demographics. The project is enormous in scale, encompassing a 160-acre urban farm and eco-park destination brand as well as charity initiatives, events and the development of a model that could be rolled out across the UK
The Brand Strategy
We held a series of stakeholder workshops to identify the key elements of what made Northern Roots special and to develop a brand proposition that would be motivating to our audiences. This proposition was then tested with a Community Champion Workshop which invited Oldham residents, members of various audience groups and businesses to share their thoughts on the brand. The workshop delivered core insights that allowed us to refine the brand in a way that would make it more appealing to our customers.
The Creative
Once again working with our amazing friends at Source, the new Northern Roots brand identity retains a reference to the ‘community’ nature it started with whilst moving the visuals forward to create a destination brand that will draw people in from outside the town.
“……resulted in a brand identity that is honest, authentic and ‘of’ Oldham, but for everyone. “……resulted in a brand identity that is honest, authentic and ‘of’ Oldham, but for everyone. “……resulted in a brand identity that is honest, authentic and ‘of’ Oldham, but for everyone.
“The process Cunning Plan followed really helped us identify the core proposition of Northern Roots and refine how it is articulated. They developed a great understanding of the Oldham audience as well as how we make the organisation appeal further afield, without losing the local identity. This has resulted in a brand identity that is honest, authentic and ‘of’ Oldham, but for everyone.
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