Anchoring progress for a town on the rise

Client

Hartlepool Borough Council

Project

Hartlepool Borough Council Rebrand

Services

Brand Guidelines, Brand Identity, Brand Strategy, Verbal Identity

Sector

Local Authority

Anchoring progress for a town on the rise

The Brief

Hartlepool Borough Council came to us with a fractured identity. Departments were operating in silos, sub-brands had multiplied without oversight, and the existing visual language felt outdated and corporate. With community pride running high but trust in the council running low, they needed a bold, unifying brand strategy that balanced local heritage with a modern sense of momentum. Bringing coherence, clarity and confidence to every corner of the council.

Background

Hartlepool Borough Council delivers over 270 services, from emptying bins to shaping the future of the town. But its brand wasn’t reflecting the scale of its ambition. Over time, fragmented brand management and negative perceptions led to a muddled identity, to the point where successful services distanced themselves from the council’s name. With a £40 million capital improvement programme underway, this was a pivotal moment: time to align the council’s offer with a proud, progressive identity that people could trust and believe in.

The Solution

We built a cohesive brand system grounded in the idea of progress, and place. A clear brand architecture brought structure and control. A revitalised visual identity modernised the much-loved Hart and waves. Tone of voice and archetype gave the brand clarity, consistency, and warmth. And a colour-coded pillar system helped unify communications while allowing services to retain relevant flexibility. This is a brand built for trust, clarity, and transformation Proud of the past yet fit for the future.

Anchoring progress for a town on the rise

The Brief

Background

The Brief

The Solution

Moving maritime heritage forward

At the heart of the brand is a powerful rallying cry: Anchored in Progress. It connects directly to Hartlepool’s maritime heritage while signalling forward momentum — a town built on resilience, and ready to grow. “Anchored” speaks to stability, history and belonging; “Progress” sets the tone for bold decisions and regeneration. This Big Idea shapes the brand, as well as the belief of the area. It’s written into the manifesto, lived through values, and used to align everything from messaging to investment pitches.

Straight from the Hart

Hartlepool’s tone of voice is defined to rebuild trust. It’s sharp, clear and to the point but never cold. We called it The Purposeful Simplifier: a voice that trades waffle for straight-talking, and corporate-speak for conversation. It flexes depending on audience — Friendly, Natural, or Business — but always stays human and grounded. It’s warm when it needs to be, formal when it has to be, yet always accessible. It’s a voice that helps people understand, take action, and feel heard.

For the greater good

We defined Hartlepool’s brand personality through a blended archetype: The Nurturing Visionary. Led by the Caregiver, supported by Sage and Visionary, this is a brand that protects people today while planning boldly for tomorrow. It’s rooted in public service. Calm in crisis, clear in purpose, and driven by optimism and insight. Whether it’s supporting families, managing budgets or attracting investment, the council delivers with empathy, intelligence, and resolve. Because no person and no place should be left behind.

Crest is more

The council crest was both a challenge and an opportunity. We used immersion research to identify the most loved and loathed elements, with the Hart and waves emerging as non-negotiables. We retained these iconic features but evolved their form, simplifying shapes and refining proportions to suit digital-first use. The turret and hound were respectfully retired, helping modernise the crest while preserving heritage. The result is a proud, practical mark that nods to history and the future.

Pillars of the pool

To bring structure to a sprawling organisation, we introduced a four-pillar architecture: People, Place, Corporate, and Potential. Each pillar has its own colour and role in the system. From Warm Orange for things like community services to Progress Purple for economic growth. This made the brand easier to navigate, more visually coherent, and more flexible across channels. The core palette of ocean blue and white ties it all together; fresh, maritime, unmistakably Hartlepool.

Making waves

The Dynamic Wave device creates instant recognisability across all formats. Inspired by Hartlepool’s coastal geography and history, it can stretch, scale, rise or fall to suit the content — framing copy or imagery as needed. It’s both a metaphor and a design tool: a town in motion, full of energy and change. It brings personality to everything from social posts to signage, and gives the brand a distinctive rhythm that’s impossible to ignore.

Typographic tides

Typography plays a key role in keeping the brand practical and personal. The primary typeface, Mulish, is a clean, legible sans serif, used in bold weights for standout messaging and regular weights for body copy. It’s unpretentious but distinctive, professional without being stiff. For supporting detail, we use Roboto Mono, a monospaced typeface that brings structure and subtle contrast. It’s perfect for footers, data, or anchoring graphic elements. Together, the fonts reflect Hartlepool’s balance of clarity, control and approachability.

Anchoring progress for a town on the rise

Hartlepool Borough Council Rebrand

Anchoring progress for a town on the rise

Moving maritime heritage forward

Straight from the Hart

For the greater good

Crest is more

Pillars of the pool

Making waves

Typographic tides

Our Expertise Blending meticulous craft and a straight-talking approach, we create brave brands that deliver on business goals.

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