Flying the flag for Ashbourne... big rebrand to boost recovery
VOLUNTEERS have lifted the lid on a new brand for Ashbourne, which they hope will help to provide a springboard for its post-pandemic recovery.
Some of the best business minds in the town have been working throughout the coronavirus outbreak to develop a new image for Ashbourne, which has always been controversially dubbed the “Gateway to Dovedale”.
By applying cutting-edge marketing techniques, and by developing a new sense of place and personality for Ashbourne, the Town Team say they feel Ashbourne is now poised for a prosperous new chapter, well equipped to meet the challenges that lie ahead in 2021 and beyond.
The team, which is made up of businessmen and women from the town who bring skills in marketing, town planning, architecture and traffic management, have compiled their overall ambition for Ashbourne into a vision and action plan, which was presented to Ashbourne Town Council at its environment committee meeting last week.
The team has explained it wants to create a “vibrant, thriving and attractive town centre” which people will want to visit and explore.
A big part of this new identity for Ashbourne, Town Team member Anne Wright explained to town councillors on Wednesday, is to rebrand it and to create a design that can be consistently used to identify Ashbourne as a destination worth exploring.
Inspiration for a new logo for the town was found in St Oswald’s Church. A stone with a carved knot is said to symbolise friendship and connection, and how people cross paths through life.
Because Ashbourne is a town in which several paths cross, and because people have gathered ever since it was discovered by pilgrims in 1050, the knot – intertwined with a circle to represent a Shrovetide ball – could, they believe, become a new brand for the town.
The designs were warmly received by Ashbourne Town Councillors, who were shown a 20-minute virtual presentation by the Town Team on their overall vision for the town, which will involve funding and creating a new website, as well as tackling the challenges faced by the high street - such as traffic and parking fees.
The town team’s vision and action plan sets out the town’s many strengths, and how they can be enhanced and capitalised on, as well as its threats and weaknesses - which have been summarised into key issues which make up an action plan – or, as it has been dubbed – a “Manifesto for Change.”
Mrs Wright, who owns the fashion brand Young Ideas and the country clothing store Henmores, said: “We were really pleased with the response from the town council, we weren’t sure what we’d get, but they were really positive.
“We were delighted with that and we really look forward to working with them. Branding is so important for the town, it will become our identity. It’s like an anchor that everyone can rally round and it’s almost a start point for everything else.”
The branding was developed by Robert and Hannah Wood of Wood and Co. Hannah, a former QEGS pupil from Alstonefield, created the strategy for merchandising the logo, which was designed by Robert. Evocative images of the town were taken by top photographer Clive Booth, who is also based in Ashbourne.