Luton BID had the vision to support business growth and investment in Luton town center and build pride, loyalty, and positive perceptions of Luton as a whole. Over the last decade, the town has evolved significantly.
Luton BID wanted a place brand story that reflected the contemporary reality of the place and its vision for the future, not a responsive or defensive brand story to combat the historic reputation and ratings it has been used to in the past. The place brand needed to drive positive perceptions, and promote growth, development, and investment. Crucially, it needed to be owned and celebrated by the people of the place themselves. Clearhead was commissioned to identify, define and deploy the brand and assets for Luton BID.