It's time for Worthing...Unveiled: Borough's first ever brand
For the first time in its history Worthing will have an exciting place brand campaign aimed at increasing inward investment into the borough.
‘ It is a game changer ,’ said chairwoman of the Town Centre Initiative, Diane Guest, ‘ It starts to position our home as the place we residents know it to be; forward-looking, with a quality of life to envy and, of course, with open arms to anyone who wants to come and join us .’
A consortium of organisations and individuals including the Town Centre Initiative, music pioneers AudioActive, Worthing Digital, Worthing Borough Council, Proto Restaurant Group and others have come together to develop the new place brand. Worthing company Warren Creative is responsible for the concept.
Worthing Borough Council has committed to backing Time For Worthing with officer time devoted to spreading the word and following up leads from people and businesses looking to invest in Worthing.
The Council’s Executive Member for Regeneration, Cllr Kevin Jenkins, said, ‘ This is a brilliant and confident brand reflecting a place that is increasingly confident. We know from other companies that have already come here like LCR at Union Place and BoKlok, with its home building plans, that they get a positive can-do attitude from us. People want to do business here to help us create jobs and prosperity.’
Time For Worthing was developed after extensive surveys of stakeholders and a series of discussion groups. Eventually two themes emerged. Worthing was both vibrant and together the participants insisted. In other words there was a growing sense of an enviable lifestyle to be had here and there was also a strong sense of community.
Founder of Warren Creative, Stuart Warren, said, ‘ When we got this brilliant feedback about Worthing we started to think about this duality, vibrant and together and how it would work visually. Then came Time For which obviously works on a number of levels. In one way it is saying it is our time but it is also speaking to the sense of the breathing space Worthing gives us with the sea, South Downs and all of the activities that offers us somewhere to escape the workplace and recharge our batteries .’
Today large advertising spaces have been taken at Victoria Station, Gatwick Airport, Brighton Station and Worthing Station with the Time For Worthing message. Two promotional videos have been created and lampposts throughout the borough have been adorned with Time For Worthing banners. In addition a new website timeforworthing.uk has been created to deal with enquiries and to explain the brand and how to use it. Window stickers with the brand mark, created in the shape of the borough boundary have also been created and it is hoped as many people as possible will display them.
Cllr Jenkins said, ‘ We really want everyone in Worthing to embrace Time For. This is not a Council brand, it belongs to everyone and it will only be a success, bringing new opportunities to our borough, if everyone gets behind it.’