The Austell Project is an ambitious cultural regeneration initiative to re-position
St Austell Bay and its clay country as a leading Cornish destination for local people, business and tourism. By driving positive change the aim is to make St Austell and its clay country a great place to live, work and play.
Cornwall’s white gold – china clay, initially put St Austell on the map, revolutionising the landscape and economy, but its demise as an industry and the geographical isolation have contributed to the economic decline of the area. Recognising a need to create a new vision for the area’s future, the Austell Project is led by a passionate group of local businesses, community organisations and public bodies.
The project aspires to restore a sense of community pride and stimulate sustainable economic growth to attract new visitors, residents and investment to the area by transforming spaces, enhancing the landscape and developing a rich cultural reputation intrinsically linked to St Austell’s sense of place. The central regeneration themes – ceramics and horticulture take inspiration from the china clay history, the breathtakingly beautiful landscape and world-class gardens – The Eden Project, The Lost Gardens of Heligan, Caerhays and many more who all call the area home.
The visual identity of the logo is inspired by one of St Austell’s most prominent landmarks – the Treverbyn Skytip, a large mountain of disposed china clay that dominates the skyline above the town. Prominent in shape and symbolic in spirit, the triangle is used for the ‘A’ creating a strong visual identity which pays homage to the town’s heritage and key component of the programme. The iconic silhouette is used to spearhead the marketing for the project, from the visual identity of the logo to advertising campaigns and signage.
The brand architecture is created with four pillars – Active, Create, Green and Innovate which serve to showcase the activities of the project. The pillars were created for audiences to more easily understand and engage with the individual programmes of the project.
The website is designed to showcase and entice locals, national and international visitors to the area. Using the no fuss visual approach, navigation is concise, using the four pillars to categorise the activities of the project and all that you can do in and around area.
As marketing curator for the project Felt have developed and managed the creation of the Austell Project brand, ongoing marketing and PR from a standing start. Collateral includes brand films, websites, digital app content, interpretation signage, presentations, social media, advertising, brochures.
Photography and videography we commissioned and art directed with the brilliant James Darling, a local photographer to St Austell. The visual style captures life stories and celebrates St Austell’s people, their achievements and the project as it evolves.
The geometric sans serif font with the contrast of black and white, whilst supremely legible resonates with the locals as it echoes their hardy resilience and no-fuss approach – a disposition that has carried them through the tough times of the past and will differentiate their town and community as they thrive in the future.