Case Study: Northern Roots builds an honest, authentic brand with Cunning Plan

Northern Roots builds a 160-acre destination brand with Cunning Plan

Northern Roots, an Oldham-based charity, faced the challenge of elevating its brand and creating clarity around its key message for its large-scale 160-acre urban farm and eco-park project. They needed to identify their audience demographics and develop a model that could be rolled out nationally. To address this, they engaged the vendor Cunning Plan for brand strategy services.

Cunning Plan implemented a solution centered on stakeholder and community workshops to identify the core brand proposition and refine its articulation. This process resulted in a new, honest, and authentic visual identity that successfully retained the local community feel while also establishing Northern Roots as a destination brand to attract visitors from outside the town. The vendor Cunning Plan helped create a brand that is authentically 'of' Oldham but designed to appeal to everyone.

Northern Roots