The Skipton Placemaking Steering Group, made up of public and private organisations, has taken the next step towards developing a new brand identity for the town.
'Placemaking' contributes to a successful economy through strong branding and marketing. It facilitates creative patterns of use, paying particular attention to the physical, cultural, and social identities that define a place and support its ongoing evolution.
Local stakeholders including Skipton BID, Skipton Town Council, Craven District Council, Craven Arts, Heritage Action Zone and Great Place: Lakes and Dales have been working on the new initiative to support Skipton's positioning as a hub to attract new business, retain young talent, foster the arts and creativity, and direct tourism development.
The group says it will support the "collaboration, integration, coordination, and resourcing of existing projects and initiatives, as well as identifying and enabling emerging ideas and opportunities, linking, and aligning them to support the town’s ambition". Its aims are to:
- Increase the civic pride of residents and businesses so that they act as advocates for the town.
- Highlight the contemporary as well as the heritage nature of the town.
- Promote opportunities for young people and activities that appeal to them.
- Increase and enhance the range and diversity of the offer of the town and its environs.
- Support the town’s commitment to becoming carbon neutral by 2030.
Liz Smailes, Marketing and Communications Officer at Skipton Bid says: “A public tender was issued with a specific preference for local and northern based creative companies. We received nine applications and Vivid - an award-winning Branding and Creative Agency - was appointed. They demonstrate extensive experience in developing placemaking strategies not only in the UK but also abroad. The interview panel were impressed with their approach for community-based participation as an integral part of the research work.
"With projects such as this, an effective placemaking process capitalises on a local community's assets, inspiration, and potential, and it results in the creation of quality public spaces that then contribute to improve residents’ and visitors’ health, happiness, and wellbeing.”
The project is expected to take three months to complete the foundation brand work with a specific goal to engage young audiences. The SPSG will then focus on initiatives and opportunities to roll out the new design work and steering direction, thereby looking to attracting new audiences, encourage fresh perceptions of the town.
Liz adds “Together, the group aims to highlight Skipton’s broad business, cultural and leisure choices and establish a future discourse where the contemporary and heritage are harmoniously brought together, with a sustainable vision to welcome the next generation of Skipton residents, workers and visitors.”
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