Creative Concern

Communications for a sustainable future

“Creative Concern's 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."

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. This included getting involved in workshops with local students and ‘friends of’ groups to get a real sense of the way people talk about the canal and the stories it had generated over the years.

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