Creative Concern

Communications for a sustainable future

"... [they] delivered a brand that is distinctive and exciting – with great potential to enthuse the local community while attracting a whole new audience.”

Shaun Clydesdale, Bridgewater Canal Coordinator, Salford City Council

Est. 1761

We were commissioned by Salford City Council to create a new identity for the Salford stretch of the Bridgewater Canal. Our brief was part of a Heritage Lottery Funded project to open up the Bridgewater Canal in Salford as a heritage visitor destination.

We undertook an extensive engagement programme with a broad range of stakeholders to find out what the canal meant to them, and worked with the marketing and events teams to develop a marque, brand and tone of voice guidance. We also built a microsite for the area.

At the heart of the brand is a core bank of words ending in -est: Greatest, Smartest, Finest, and so on, which support the marque. This friendly, plain talking and approachable use of language was carried across into all project marketing copy.

A brand palette was developed, inspired by Salford’s greatest artist, L.S. Lowry, which includes locomotive blacks, coal stack blues and roof slate purples.

We also devised a patterning system made of marques and motifs found on the bridges, boats and masonry of the area. The repeat nature of the pattern suggests the start of mechanisation and mass-production, which took place in Salford during the Industrial Revolution.

“Creative Concern worked sensitively and flexibly with our stakeholders, from community groups to corporations. Their methods range from floating workshops to one-to-one sessions. Stakeholders felt that they had really listened to their concerns and responded at all stages of the process. As a result there was a considerable enthusiasm and buy-in. They made sure that the wide range of views and interests did not compromise the creative process, and delivered a brand that is distinctive and exciting – with great potential to enthuse the local community while attracting a whole new audience.” Shaun Clydesdale, Bridgewater Canal Coordinator, Salford City Council