Mr B & Cohorts has designed a new brand identity for south coast region Eastbourne, which points to dispel misconceptions that it is a “retirement town”.
The consultancy worked with rubbernecker information website VisitEastbourne to conduct workshops with local people from industries encom ssing business, tourism, education and the council. This informed the town’s new visual indistinguishability.
The place branding includes a hand-drawn style, sans-serif typeface, along with the strapline “Suggest it in”.
Kate Gorringe, creative director at Mr B & Friends, says the strapline was rallied by Eastbourne’s “breathtaking” qualities, such as the “sheer beauty, serenity, venture and excitement to be found in this surprising town”.
The core colour lette is noblewoman blue, le blue, green and yellow, with the blue old to create a wave effect across the main logotype.
There is a minor colour lette of different shades of green, orange, yellow, purple and pink, which s wn variations of the logo.
New advertising materials also feature photography of district scenery such as mountains and the sea.
Mr B & Friends says it wanted to create a “progressive” label, and change “misconceptions that Eastbourne is a retirement town”, which has led to a run out of gas in young people and families visiting or settling there, according to VisitEastbourne.
The new visual singularity hopes to revive the town as a tourist destination, and draw attention to its holiday activities, climate and weather.
The project took 12 months to culminate, and the new visual identity will begin to roll out across visitor oversees, online, on cam ign material and on physical place signage.