Brand Designer, Bucks Council

Background

This is part of a Place Partnership project funded by Arts Council England, Buckinghamshire Council and The Rothschild Foundation to make a step change in cultural provision and participation in High Wycombe through partnership working. Through this partnership, and significant investment for regeneration, High Wycombe is on the brink of a transformation.

The brand must capture the unique identity of High Wycombe, reflecting the town's rich heritage, diverse communities and creative ambitions. Created with our emerging cultural community, it should be aspirational, fun, welcoming and built on local pride. We want to build a brand that enables our communities, local groups and cultural organisations to feel seen and included, and that helps raise awareness of High Wycombe and its offer.

Our vision is to showcase a vibrant and dynamic creative and cultural scene across High Wycombe. With a unifying, locally relevant brand we will celebrate High Wycombe with an eye on its international heritage and its creative future.

High Wycombe has a rich cultural history, from its renowned chair-making heritage to its vibrant community of independent artists and creative practitioners. There is a strong selection of existing venues (e.g. theatre, arts centre, museum) and rich cultural diversity - including Pakistani, Kashmiri and Vincentian populations contributing the town's arts and culture. Buckinghamshire New University is in the town centre and hosts nationally celebrated art and design courses.

Consultations and workshops have highlighted the need for:

• A stronger, more connected cultural eco-system that nurtures cross-sector collaboration.
• A cultural brand that enhances visibility and unites a fragmented sector.
• A shift in perception, using culture to lead the narrative of High Wycombe's regeneration and celebrate its creative energy.