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Backtocontents...43PropertyRefurbishmentDespiteanumberofphysical/capitalschemeregenerationworksinsuccessfullyupgradingthephysicalinfrastructureofthetownbuttherewasalackofrecognitionofwhocarriedthemoutorwhytheyweredoneinthefirstplace.Thispagehelpedtoovercomesomeofthoseissues.BusinessSupportThispagewasdedicatedtobusinesssupportincludingcontactdetailsandgrantsavailableaswellasinformationonwhotocontactfordifferenttrainingcoursesinthelocalarea.MajorDevelopmentPlansAsourceofinformationonthecurrentsituationofthreelargedevelopmentsplannedforHolyheadandHolyIslandincludingcontactdetailsforfurtherinformation.HolyheadBRANDProjectAsectiondedicatedtoBRANDprovidedtheperfectchancetoshowcaseandhighlightthepositiveworkbeingcarriedoutbytheproject.AlocaldesignteamwaschosenonthebasisthattheywerebasedinHolyheadandthefactthattheyhadworkedwithBRANDbeforeandsowereawareofhowtousethe'Toolkit'.ThedesignteamworkedcloselywiththeBRANDprojectthroughouttodevelopaproofthatwasbothinvitingandvibrantwiththeunderlyingthemesfromthevisualidentityrunningthroughout.ThisincludedtheBRANDfonts,colourschemeand'lozengestyle'layout.Newslettersweredistributedto6,200residentialpropertiesonHolyIslandaswellastobusinesses,communitycentres,largedevelopers,andTownCouncillors.Impact&TransferabilityTherewasalotofpositivefeedbackfromthelocalcommunitywhenthenewslettercameout,particularlyonitseasy,yetinformativestyle.IthasbecomeausefulresourcetoincludeinBRAND'businesspacks'thatareoftengivenoutduringfunctionsandtrainingdaysorganisedbyBRAND.Regenerationnewslettersinthisstylewouldbeeasilytransferabletoothertowns,similarinpopulationsizeorlarger.Thesameformatcouldbeutilisedastheheadingsaregenericandcanbeeasilycollated.Thenewslettershouldnotbeviewedasaneasyorquickjobastimeandeffortmustbededicatedtogettingitproducedcorrectly.InsightsandLearningThenewsletterisarealcelebrationofthetownandofallofthehardworkbeingdone.Alotofcontactdetailsaregiveninthenewsletter,especiallyintermsoftrainingcoursesandbusinesssupport,sothenewsletteralsoactsasausefulguide.Thoughtsintofutureversionsofthenewsletterinclude-.Useofadvertisingtofundtheprintingofthenewsletter.Thenewsletterwouldthenbecomeself-sustainable..Inclusionofaneventslist..Inclusionof'tearout'vouchersorphonenumbersforlocalbusinesses..Inclusionofotherleafletswhichcouldhelpcostings.Itisimportanttoestablishateamtoproducefurthernewsletterswithdeadlinesandcut-offdatesforthedifferentstagesasthisprovedhardtocontainwhenproducingthepilot.

44AkeystageinthedevelopmentoftheBRANDprojectwastodevelopa'visualexpression',whichwillconveytheidentityoftheplaceandtellthenewlyemergentstoryofRhyl.Thevisuallanguageincludesallthefonts,colours,graphicsandnewimages&photographythatconveyRhyl'sbrand.UsingthisuniquevisuallanguageashowreelhasbeenproducedwhichprovidesanimportantandvaluabletoolandmediumforpromotingthekeyBRANDmessages.TheShowreelwillbeusedtoshowcasethenewRhylstoryandenablesRhyl's'bigidea'andthemestobecommunicatedacrossarangeofoutletsthroughoutthetownatkeylocationsontelevisionscreensandmonitorsaswellasbeingusedatbigevents.ApproachThebriefwastoproduceaShowreelforRhylusingthenewbrandidentityandvisuallanguage.Initiallytheaimwasfora90secondhighdefinitionanimatedsequenceforuseonhighdefinitiontelevisionbutalsouserfriendlyforPCs.Aninvitationtosubmitquotationwasprepared,andthisincludedatechnicalspecificationfortheworkrequiredandalsoassessmentcriteria.EarlyonintheprocessadiscussionwashadwiththechosensupplierregardingtheWelshlanguage.Initiallythethoughtwasforabi-lingualshowreelhoweverthisprovedimpracticalastheshowreel,whichwasintendedtobevisuallyappealingwouldbeswampedwithwords.ItwasagreedthattheEnglishandWelshwouldbeseparateshowreelsbutwouldbecapableofrunningbacktoback,spoolingintoeachothercontinuously.Afteragreeingthestoryboardofkeywordsandthemes,thestyleofanimationwasselectedfromanumberofdifferentoptionsandthemusicwaschosen.Oncetheshowreelhadbeensignedoffwethenhadtoconsiderhowitwasgoingtobepresentedi.e.ondisc,usbstick.Itneededtobe'onbrand'andthereforeitwasdecidedtoproduce100dvdsinaplasticdvdcasedesignedinthevisuallanguage.Tocaterforthevarioustargetaudiencesofinvestors,residents,opinionformersandvisitorswealsodecidedtohave3optionsonthedvd-toplaytheWelshversiononitsown,theEnglishoneonitsownandtheWelshandEnglishrunningintoeachother.Impact&TransferabilityTheshowreel'squalityspeaksforitself.Overtimeitwillbecomeclearerexactlywhatimpactithashadasmoreandmorepeopleatalocallevelandfurtherafieldstarttoseeit.Whilstanytowncanproduceadvd,theimpactoftheshowreelshouldprovetohaveisstrengthenedbyitsuseofthespeciallycommissionedvisuallanguagewhichitselfisrootedinthetown'sidentity.ItisnotinflictedonthetownbutemergesoutoftheBRANDprocessandthushasgreaterbuy-in.RhylShowreelChallengeTogetacrossRhyl'sidentityandnewsenseofpurposeinasensoryway.Notonlythroughwordsbutimages,colour,movementandfeel.AlsotocreateengagementandexcitementforRhyl'sfuture.