East Midlands Freeport
Get Going
About the project
What
Brand immersion
Brand strategy
Brand identity
Website Design
Brand guidelines
Brand development
How
Brand Idea - Get Going
The Challenge:
The UK government created Freeports to boost investment into parts of the country that have historically‘missed out’. The East Midlands Freeport (EMF) had successfully established its sites, stakeholders, infrastructure, and investment, but its brand didn’t reflect its bold ambition. The existing identity struggled to stand out amongst its competition, communicate its potential and inspire local communities and global investors. To drive long-term economic growth and opportunity, EMF needed a brand that would champion its values and reinforce its ambitious vision.
The Solution:
Sitting at the intersection of private and public sector, EMF is led by a local partnership of councils and businesses. The EMF team prioritised trust with their community, and made tangible commitments to drive opportunity and create jobs, but that wouldn’t be possible without securing significant international investment.
We worked closely with EMF’s leadership to craft a brand strategy that would appeal to global investors while staying deeply connected to the local community.
At the heart of the new identity is the brand idea: “Get Going”, a rallying call for progress, movement, and opportunity. This guiding principle shaped everything from the visual identity to the tone of voice, ensuring a consistent and compelling message across all touchpoints.
Tone of voice and messaging
Tone of voice and messaging were key to bringing the brand idea to life. We created a flexible framework that could speak to both corporate and community audiences.
Headlines like “Your next career move without moving” and “From what if to what’s next” capture EMF’s optimistic and opportunity-driven spirit, ensuring it connects with investors, businesses, and local communities alike.
Brand elements
Our design system was built around an east-facing arrow. Inspired by transport signage, the arrow is also a symbol of movement, connectivity, and progress. The logo reflects EMF’s strategic location and role as the UK’s only inland freeport, highlighting its unparalleled transport links.
We designed a graphic pattern inspired by the arrow, creating a sense of rhythm, direction, and momentum. This pattern provides a visual expression of movement, reinforcing the brand’s energy across digital and physical applications.
The colour palette is deeply rooted in the region, inspired by the county flags of the East Midlands. These colours bring a sense of local pride while ensuring the brand stands out with confidence on a global stage. Yellow was chosen as a key colour because it cuts through in a competitive landscape while reinforcing the positivity and energy of Get Going.
A key part of the brand was a bespoke typeface. We collaborated with East Midlands-based foundry, Frost Type, to create a custom typeface that reflects the region’s industrial heritage while feeling modern and future-ready.
We designed a bespoke set of icons to highlight EMF’s connectivity, each with clean and purposeful lines. Built using the 50-degree angle from the arrow, they create a cohesive and dynamic look across the brand. Scalable for both print and digital, they are unique and easily recognisable, ensuring clarity and impact across all applications.
