Oxford to Cambridge Pan-Regional Partnership-Branding and Identity

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Phase one: brand narrative development • Immersion in the region to appreciate its assets, challenges, development opportunities, spatial relationships, connectivity and gateways. • Rigorous stakeholder and audience mapping to identify target audiences and the most appropriate stakeholders to listen to, to develop a regional brand narrative. • Desk research of relevant strategies, plans, and policies covering the region along with media coverage and social media content. • Stakeholder engagement at a senior level with key individuals, groups and organisations both inside and outside the region e.g.focus groups, interviews etc. • Analysis of the immersion, research and stakeholder engagement to develop an evidence base to create a place led narrative for the region. Presentation of the evidence base and recommended narrative to the Partnership's Branding and Identity Steering Group along with recommendations for brand name approach. • Creation of the Oxford to Cambridge regional brand narrative (as a c1500 word document) aimed at stakeholders. Phase two: Visual brand identity - to progress subject to satisfactory progress made on brand narrative development (Phase 1), and endorsed by the pan-Regional Partnership's Branding and Identity Steering Group. • Production of a visual language and visual identity to convey the narrative including any place-led photography required (with the provider taking responsibility for any logistics) to convey the narrative and highlight the assets of the region. • Creation of a place brand toolkit, including logos, fonts, colour palettes, photography and core assets, and brand use guidelines.

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