Invest Southend needed to attract serious business investment to a region often overlooked by the market. The brief was to create a brand and digital presence that could compete with better-funded rivals while authentically representing what made Southend distinctive.

The complexity: balance aspiration with credibility, and create something that worked for both investors and local stakeholders.

I led brand strategy, identity design, and the digital platform as Design Director.

I developed a visual language that referenced the area’s heritage—coastal geography, industrial history—while signalling forward momentum. The wordmark and identity system were designed to feel bold and modern without losing local character.

For the website, I defined the information architecture around clear conversion pathways: investment proposition, regional benefits, evidence and case studies, then clear calls to action. The design was modular, allowing content to adapt across devices and channels while maintaining brand consistency.

I directed photography, defined tone of voice, and created motion principles that brought the region’s assets to life across digital touchpoints.

The new brand repositioned Southend as a credible destination for enterprise investment. The website became the primary lead generation tool, attracting higher-quality enquiries and improving stakeholder confidence.

Role: Design Director

Tools: Adobe XD · WordPress · Adobe CC