Agenda item

(a)  That the decision to award the contract for the development and execution of a place brand for Slough to Hemingwaydesign be noted.

(b)  That the Cabinet receive a presentation from Hemingwaydesign and a project update on the emerging outcomes of the work by the end of 2021.

The Associate Director, Place Strategy & Infrastructure introduced a report on the procurement of a design agency partner for the development and execution of a place brand for Slough.

The Council and partners had developed a range of new strategies and plans in the past year including the Slough 2040, Inclusive Growth Strategy and Regeneration Framework Masterplan.  The development of a place brand was intended to take forward this work to the next stage by bringing together and articulating the ‘story of place’ as part of the communications strategy for the town.  A tender had been put out in February 2021 to identify a branding agency that could work with the Council and partners on a brand narrative as well as marketing collateral and an initial implementation plan.  Hemingwaydesign had been awarded the contact following a competitive process during which eight bids had been received.  The contract was initially for a two year period.  Work would begin immediately and progress would be reported to Cabinet later in the year.

The Cabinet welcomed the concept to promote Slough and help change outdated perceptions.  Slough was already a successful town with a strong economy and regeneration strategy and it was agreed that the development of a place brand could help maximise the opportunities.  Cabinet members commented on the importance of incorporating Slough’s cultural and community strengths into the work, and to ensure that clear outcomes and impacts were established and measured.

At the end of the discussion the recommendations were agreed and the Cabinet would receive a presentation from Hemingwaydesign on the progress of developing the brand by the end of 2021.

Resolved –

(a)  That the decision to award the contract for the development and execution of a place brand for Slough to Hemingwaydesign be noted.

(b)  That the Cabinet receive a presentation from Hemingwaydesign and a project update on the emerging outcomes of the work by the end of 2021.