Britain's Energy Coast: A Brand for Opportunity and Transformation

2. THE CLIENT: West Lakes Renaissance (WLR) is supported by the Northwest Regional Development Agency (NWDA), which leads the economic development and regeneration of England's Northwest. Working as one of the Cumbria Partners, WLR has overseen the development of a 20 year vision to transform West Cumbria into ‘Britain’s Energy Coast’ - a £2 billion package of regeneration projects that will establish West Cumbria as a centre of excellence for nuclear and other energy technologies including wind power, tidal, oil and gas. THE BRIEF: To create and develop a brand that would meet a number of crucial criteria. The brand was to be launched by the Secretary of State for Business, Enterprise and Regulatory Reform at a high profile event, attracting the attention of the media and Whitehall.

4. What were the issues? Britain’s Energy CoastTM must be at the core of the brand identity Support the communication of West Cumbria's core strengths Achieve international ambition: “project a positive image to the world” Consider, promote and encapsulate local needs Brand needs to acknowledge/have flexibility to capture energy and all its forms specific to the coast Brand must impress competitive expertise, excellent skills base and a unified approach Our Challenges To develop a brand that communicates opportunity, transformation, positive and credible change Enable West Cumbria to compete at international level whilst being relevant and hard working at a local level Support brand development with comprehensive brand guidelines (for any level of user) Ensure logo has strength and presence to stand alone and work in synergy with key partners' logos Branding to work across an array of marketing materials and media/communications Visually encapsulate the Strategic Masterplan's objectives

5. CREATE… …a brand to embody the Masterplan vision

6. CREATE… …a brand to reflect global ambitions at a local level

7. CREATE… …a brand that offers a good impact range

8. CREATE… …a brand to work alongside partner branding

9. CREATE… …a brand to support Cumbria’s core strengths

10. CREATE… …a brand for the web

11. CREATE… …a brand for print

12. CREATE… …brand guidelines

13. DELIVER… …a memorable launch event

14. DELIVER… …flexible displays

15. DELIVER… …flexible displays

16. DELIVER… …a high profile launch event

17. DELIVER… …multi-media PR

18. RESOURCE’s branding exercise was a huge success and the Britain's Energy Coast brand received hugely positive feedback from partner organisations helping to deliver the Masterplan. This culminated in the launch event held at Sellafield in July 2008,also delivered by RESOURCE.As well as the launch of the Masterplan it was also the first time many partners in both the public and private sector across Cumbria, North West and the UK had seen it. It was warmly welcomed as a strong visual identity to what is a complex and far reaching Masterplan. A striking brand was essential to increasing both understanding and awareness of what the Masterplan represents to West Cumbria. Luke Dicicco PR & Communications Manager, West Lakes Renaissance