Town branding 'delayed' again

An update on Newtown's town branding project is set to be presented to town councillors next week, revealing several setbacks and plans for the future.

Town councillors will next week discuss a report which sets out the progress of the Newtown town branding project.

According to the report, the branding is currently in pre-launch planning stages, with the launch being delayed due to the departure of the Council's Development Manager in post. The new manager is not expected to start until mid-October.

A soft launch has been proposed to take place at a venue to be confirmed in the future. The specific date for the official launch is to be determined in coordination with the new manager, aiming to coincide with the Celebration of Newtown event scheduled for March 2025.

The report also raises the possibility that Art and Design students from NPTC Newtown could be involved in the launch. A strategy and soft launch project plan have already been created for the initiative.

The town branding project, initiated in 2002, has incurred costs exceeding £24,000. The process has faced various challenges, with town councillors voting back in May 2022 to keep the branding details confidential over concerns of jeopardising the launch.

The project traces back to 2018 and gained momentum when external consultants, Heavenly based in Cardiff, were tasked with crafting a new brand for Newtown. Following extensive stakeholder interactions, the consultants recommended an option to the officers.

By June 2022, progress was reported with the development of a new marketing plan, brand identity, and website for Newtown anticipated to debut in the autumn. In August 2022, an advisory group was established by the town council to engage third parties in contributing to the branding process.

In September 2022, it was disclosed that the council made an additional payment of £2,500 to Heavenly for an extra briefing paper following a freedom of information request.