Slough Borough Council

The Brief

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.

The Solution

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.

Outcomes

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.”
David Holdstock, Head of Corporate Communications