thinkingplace appointed to unlock Melton’s place potential

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thinkingplace appointed to unlock Melton’s place potential


thinkingplace, the UK’s leading place specialist, has been appointed to work with local partners to develop an exciting new story and identity for Melton in Leicestershire

The commission comes at a time of great opportunity for Melton, following a Government announcement of a £50m investment in the Melton relief road and with the imminent adoption of the area’s Local Plan to guide development over the next 20 years.

The appointment was overseen by the Melton and Town Place Partnership involving representatives of local organisations including Melton Borough Council, Visit Belvoir, Melton BID, Brooksby Melton College, Dickinson & Morris, Melton Mowbray Food Partnership and the Melton Town Estate.

John Till, Founding Director of thinkingplace, said: “We’re delighted to have been appointed to work with key local organisations to develop Melton’s place story and competitive proposition.

“The area has many significant assets, including a thriving food and drink industry, beautiful countryside and popular tourist attractions. Our work will understand better these advantages and others in order to unlock the area’s undoubted potential.

“We’re really looking forward to fully engaging with local people and organisations to capitalise on Melton’s opportunities at a vital time for the place.”

Our team will spend time in Melton, researching the area, listening to the views of local businesses and communities and building insight into the experience of the area and its assets.

Working with local stakeholders, we will create a forward-looking story and visual identity which will enable local stakeholders to tell and sell what makes Melton distinctive.

Mal Sheldon, Chairman of the Melton Place Committee said:  “Establishing the Melton story and brand will not only create a clear identity for the borough, it will also create a shared view of what we need to focus on in the future.

“We want organisations and individuals to be excited about the borough and feel connected to all its incredible assets and resources. We want people to play an active role in being a part of Melton’s place branding, helping fulfil its ambitions and enhancing civic pride.”

thinkingplace has a proven approach to place branding and place marketing which has been applied successfully to more than 60 places across the UK and Ireland over the past 12 years. We pride ourselves on getting “under the skin” of a place, so we not only understand its assets and selling points, but also its personality, relationships and distinctiveness.

We develop a brand narrative which acts as a framework for the creation of a strategically-driven brand, visual identity and visual language, to achieve a significant and sustainable change in the reputation and performance of the places we work with.