The City of Chelmsford approached We Are Fred in 2019 to brand position and launch the new vision for the city. Drawing on the spirit, dynamic culture, character and its people we created a city brand that embodies inclusivity.

The logo itself is vibrant, bright and designed for longevity. Along with Chelmsford For You’s visual identity – we also crafted a strong positioning and tone of voice that brings simplicity to the way we promoted the city – clear, concise messaging that cut through the noise.

Branding a city requires research, strategy, insight and passion to deliver. Taking a considered approach, we engaged with the key pillars of the local community from businesses, retailers, independents, schools, arts groups, health, lifestyle and local government, as well as members of the public to understand what the City means to them.

We created an ambient teaser campaign – from bike seat covers to banksy style art popping up in the city centre – creating buzz and excitement around the city.

Also, after taking a strategic approach to research it was also clear that video would be the most engaging form of content for audiences from retail, education, business and tourism, so a promotional video endorsing the city and its culture was commissioned.