Breathing life into a project through inclusive bi-lingual communications

Challenge

Cardiff Hendre Lakes is a proposed new business district at the heart of the Cardiff Capital Region. Served by Cardiff Parkway railway station, the development has the potential to support around 6,000 jobs and become a transport hub opening up access to employment opportunities across the region. Alongside leading communications, engagement and consultation for the project to support it through planning, we were asked to create a brand that captures a strong sense of place and bring the whole project to life.

CS-Insight-v2

Insight

The project’s goal is to become a catalyst for growth, contributing to the regeneration of East Cardiff and the wider Cardiff Capital Region by attracting high-quality businesses and investment. The development, which is located to the south of St Mellons Business Park, aims to deliver jobs and investment to the local area while helping people to connect with a unique landscape. All communications needed to be available in Welsh and English.

CS-Strategy-v2

Strategy

As the site is within a Site of Special Scientific Interest and part of the historically significant Gwent Levels, it was vital to address stakeholder concerns. Our aim was to build a relationship with the local community before the official consultation period to explain the project’s potential benefits and incorporate local knowledge and feedback. This would lay strong foundations for the subsequent pre-application consultation. The design and branding of communications needed to be welcoming and reassuring, as well as flexible enough to work in a bilingual context.

Amplify

We ran a series of branding discovery workshops with stakeholders to create a brand and logo in a colour palette of tonal blues and greens inspired by the natural landscape. To ensure accessibility and inclusion, we chose a simple sans serif font that would work well for Welsh and English printed materials such as a series of booklets, newsletters and feedback forms to support the consultation process. A multi-language website allowed people to access this information in a digital format. Exhibition banners, posters and signage all supported face-to-face consultation events.

Outcome

In the first phase of engagement, more than 190 people provided feedback. In the second phase, more than 400 people filled in the online feedback form. Members of the public complimented the accessibility of materials during events surrounding the consultation.

The project has also now achieved the Governance for Railway Investment Projects 3 (GRIP 3) certificate from Network Rail, a process that ensures projects go through rigorous quality control.

Overview

HyNet North West is an innovative carbon capture and hydrogen project to unlock a low carbon economy for the North West and North Wales. It will put the region at the forefront of the UK’s drive to net zero. By creating the UK’s first low-carbon hydrogen cluster, the project seeks to provide clean hydrogen energy for the future, de-carbonise the region’s heavy industry, protect existing jobs and create thousands of new ones.  

As the project moved towards a more public-facing stage, we were engaged to evolve the HyNet North West brand and tasked to create a communications campaign to support the launch of the public consultation for the first stage of the project.

Activity

Website
We developed the UI designs and redeveloped the HyNet webite, simplifying the navigation and streamlining information. We created a series of graphics and assets that could be utilised across multiple channels, as well as on the website.

Consultation hub
Sitting alongside the website, we developed a consultation microsite to support the first consultation on the HyNet North West project. The look and feel reflected the overarching HyNet brand.

Social
We develop social graphics to support HyNet’s key messages, encourage engagement and explain complex concepts to stakeholders and the public We develop social graphics to support HyNet’s key messages, encourage engagement and explain complex concepts to stakeholders and the public.

Animation
HyNet North West is made up of several different projects, the first of which is a carbon capture pipeline. We designed and delivered an animation to help explain key elements of the project in an accessible way, enabling people to easily respond to the project’s public consultation.

Outcome

The public responded very favourably to the campaign. There were more than 8,000 visits to the consultation hub website during the non-statutory consultation period, driven by promotional materials and social media.

We saw a marked increase in social media engagement across multiple channels, with Twitter seeing a 279% increase in impressions, LinkedIn experiencing a 303% increase in new followers and HyNet North West’s Facebook account having more than an 8,433% increase in engagement.

The campaign built a positive platform for future stages of consultation and engagement needed for HyNet North West to succeed.