• Swindon & Wiltshire News
• Thursday September 23 2021
• Author Name: Peter Davison

Swindon Council appoints former fashion designer to develop Heritage Action Zone brand

Swindon Council has a company founded by former fashion designer Wayne Hemmingway to develop a place brand for Heritage Action Zone.

HemingwayDesign – which was founded by Wayne Hemingway in 1999 after he sold his iconic fashion label Red or Dead – and its regular associate CTConsults will devise a plan to promote the Heritage Action Zone, which includes the Railway Village, the Health Hydro, and the Carriage Works.

The Heritage Action Zone was launched in 2019 as a partnership between Historic England and Swindon Borough Council to revitalise the town’s unique heritage and unlock its economic potential.

Over the next 18 months, HemingwayDesign, CTConsults, the council and key partners will work together on the place brand project, which is used by successful places across the world to influence better planning, decision making, partnership working, communications and positive growth.

The HemingwayDesign and CTConsult teams have worked on place brands all over the UK, including in cities such as Manchester and York and heritage destinations including Berwick-upon-Tweed and Crewe, as well as the former Tropicana at Weston Super-Mare.

Councillor Robert Jandy, Swindon Borough Council’s cabinet member for culture, heritage, leisure and the town centre experience, said: “I’m pleased to see us work with such accomplished companies on bringing the Heritage Action Zone to life.

“The area has such a deep-rooted history in Swindon and it’s something that everyone in the town should be proud of.

“I’m looking forward to seeing the outcome of the initial report and the progress over the next 18 months.”

Wayne Hemingway said: “Having spent time in Swindon and the Heritage Action Zone and heard so much from locals through the engagement process, we’re very excited about what this place brand could achieve, not just for the HAZ itself but for wider Swindon.

“Place brands are a powerful tool for guiding growth, shaping perceptions and improving the experience of a place and there is fantastic opportunity to achieve those things in Swindon Heritage Action Zone.”

Ross Simmonds, acting regional director at Historic England, said: “We’re delighted the branding project is underway and that Hemingway Design and CTConsult have been appointed, bringing a wealth of experience and insight.

“Developing a brand for the Railway Village is a vital part of the HAZ. It will help to challenge negative perceptions about Swindon and replace them with a positive and memorable story based on its distinctive railway heritage.”