Project Summary
Fraserburgh Futures Partnership (FFP) commissioned this project through the Aberdeenshire Towns Partnership. This project was funded by RevitHar (Revitalisation of Harbour Towns), which aims to improve the image of a number of coastal towns, one of which is Fraserburgh.
The purpose of this project is to promote Fraserburgh to companies and visitors as a place of opportunity at a National and International level whilst utilising the ‘lighthouse brand’ together with the opportunities presented by the town web site www.visitfraserburgh.com. This is seen as an effective medium to reach current and future customers and markets.
Objectives
The main objectives of this project were to:
- Design a high quality cohesive brand, which incorporates 3 visual elements. The lighthouse illustration, name and strapline.
- To develop and distribute brand identity implementation guidelines through the use of www.visitfraserburgh.com and through the development of multimedia CDs.
- Through the alignment of business and community perceptions the promotion of the use of the brand to internal stakeholders.
- To market Fraserburgh as a place of opportunity to companies, visitors and investors at a local, national and international level.
The Brand
The brand has been designed to work as a cohesive unit, which incorporates the three visual elements. The existing lighthouse illustration, name and the strapline.
The strapline has evolved out of the required use of the lighthouse icon and the need to retain cohesiveness to the brand’s core values and message as a whole. ‘Set a bearing…’ for an internal audience, alludes to the need for the community to contribute to the direction the community takes.
For an external audience (such as tourism or inward investment) the strapline is a call to action to travel to the town and also hints at its maritime heritage. The use of the dialect ‘The Broch’ gives the strapline a uniqueness that other towns and cities do not enjoy.
For an internal audience, it provides an opportunity to exploit the affectionate and consistent use of the name by
local people, even when outwith the town. In other words, this is something people already identify with.
For further information on the branding project, please contact:
Fraserburgh Futures Partnership office
69 High Street,
Fraserburgh,
AB43 9ET
Tel: 01346 510513
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