Delivering pre-bid website support and creative communications

Challenge

The HS2 interchange is set to be a world-leading station and an investment in Britain’s future.

It will unlock value across the West Midlands, transforming Solihull into a civic destination hub, driving job creation and wider economic growth, and levelling up the region. A partnership of two internationally renowned construction and civil engineering companies, Sir Robert McAlpine and VolkerFitzpatrick, and one of the world’s leading professional services firms, WSP has formed under the name Unity, to deliver the world’s first BREEM validated station. We were tasked with developing a web presence to position the partnership ahead of the bid process for Interchange.

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Insight

It was vital that decision-makers had confidence in those potentially delivering Interchange and that information was available quickly and easily. The website also needed to provide an anchor point for bid-related marketing activity.

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Strategy

The breadth of expertise within the partners is significant so we set out to emphasise its credentials as well as inspire confidence in the partnership itself by highlighting past collaborations. Given the audience, we also made a conscious decision to keep the website to key pages only, with an accessible design.

Amplify

A partnership between our creative services and construction team, we developed key messages and content, including case studies to demonstrate competence, experience and excellence. To bring the team’s value to life, we created an icon style and a series of other graphics that underlined the collaborative approach to the project.

Outcome

The website received positive feedback upon its launch.

Challenge

Cardiff Hendre Lakes is a proposed new business district at the heart of the Cardiff Capital Region. Served by Cardiff Parkway railway station, the development has the potential to support around 6,000 jobs and become a transport hub opening up access to employment opportunities across the region. Alongside leading communications, engagement and consultation for the project to support it through planning, we were asked to create a brand that captures a strong sense of place and bring the whole project to life.

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Insight

The project’s goal is to become a catalyst for growth, contributing to the regeneration of East Cardiff and the wider Cardiff Capital Region by attracting high-quality businesses and investment. The development, which is located to the south of St Mellons Business Park, aims to deliver jobs and investment to the local area while helping people to connect with a unique landscape. All communications needed to be available in Welsh and English.

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Strategy

As the site is within a Site of Special Scientific Interest and part of the historically significant Gwent Levels, our aim was to build a relationship with the local community early, to explain the project’s potential benefits and incorporate local knowledge and feedback. This would lay strong foundations for the subsequent pre-application consultation. The design and branding of communications needed to be welcoming and reassuring, as well as flexible enough to work in a bilingual context.

Amplify

We ran a series of branding discovery workshops to create a brand and logo in a colour palette of tonal blues and greens inspired by the natural landscape. To ensure accessibility and inclusion, we chose a simple sans serif font that would work well for Welsh and English printed materials such as a series of booklets, newsletters and feedback forms to support the consultation process. A multi-language website allowed people to access this information in a digital format. Exhibition banners, posters and signage all supported face-to-face consultation events.

Outcome

The brand and materials have been well received by stakeholders and the community alike. Members of the public complimented the accessibility of materials during events surrounding the consultation.

Overview

HyNet North West is an innovative carbon capture and hydrogen project to unlock a low carbon economy for the North West and North Wales. It will put the region at the forefront of the UK’s drive to net zero. By creating the UK’s first low-carbon hydrogen cluster, the project seeks to provide clean hydrogen energy for the future, de-carbonise the region’s heavy industry, protect existing jobs and create thousands of new ones.  

As the project moved towards a more public-facing stage, we were engaged to evolve the HyNet North West brand and tasked to create a communications campaign to support the launch of the public consultation for the first stage of the project.

Activity

Website

We developed the UI designs and redeveloped the HyNet webite, simplifying the navigation and streamlining information. We created a series of graphics and assets that could be utilised across multiple channels, as well as on the website.

Consultation hub

Sitting alongside the website, we developed a consultation microsite to support the first consultation on the HyNet North West project. The look and feel reflected the overarching HyNet brand.

Social

We develop social graphics to support HyNet’s key messages, encourage engagement and explain complex concepts to stakeholders and the public We develop social graphics to support HyNet’s key messages, encourage engagement and explain complex concepts to stakeholders and the public.

Animation

HyNet North West is made up of several different projects, the first of which is a carbon capture pipeline. We designed and delivered an animation to help explain key elements of the project in an accessible way, enabling people to easily respond to the project’s public consultation.

Outcome

The public responded very favourably to the campaign. There were more than 8,000 visits to the consultation hub website during the non-statutory consultation period, driven by promotional materials and social media.

We saw a marked increase in social media engagement across multiple channels, with Twitter seeing a 279% increase in impressions, LinkedIn experiencing a 303% increase in new followers and HyNet North West’s Facebook account having more than an 8,433% increase in engagement.

The campaign built a positive platform for future stages of consultation and engagement needed for HyNet North West to succeed.