Slough Borough Council had an ambitious and innovative plan for creating a more open,
accessible and community centred approach to its services. Agencies were invited to pitch
for the naming, branding and marketing communications for this venture, which would feature
a major new high street customer centre. Milestone won the work by demonstrating its experience
and creativity in this field, particularly in bringing the new brand to life internally.
Milestone generated a wide range of naming options from which My Council was selected to
best articulate the friendly, personal approach. The identity is simple and iconic with overlapping
people representing sharing and togetherness.
The new brand was also about creating a new culture within the Council. Milestone helped run staff
workshops to identify and illustrate the values that the new brand would embrace. Getting staff on
board by creating an internal buzz about this new venture was key to a successful launch.
Whilst working with the architects on the interior signage and branding Milestone was commissioned to
build a 3D flythrough of the contemporary interior facilities to help communicate the vision to all parties
involved. This made a dramatic presentation and provided the blueprint for the exciting interior scheme
including panoramic super-graphics.
The Council has received much
praise and positive feedback from
where it counts most –
the local community. Many other public sector organisations have visited and emulated this facility.
"To make our vision a reality
Milestone delivered a wide range
skills and services to tight
budgets and timescales with great
enthusiasm and passion."
