The Amelia – Naming and brand design

This is set to be a ground-breaking cultural project for Kent.

Tunbridge Wells Borough Council is re-developing the existing Museum and Art Gallery, Library, Adult Education, Tourist Information and Gateway Services to bring together all its services under one roof to create an inspiring, sustainable cultural entity for the community.

Residents and visitors will be able to engage with Art, Culture and the heritage of Tunbridge Wells, and also learn new skills, socialise and have access to the Council directly for essential day-to-day advice and support.

Construction work is underway and the new centre should be open to the public in early 2022.

We were commissioned in 2017 to develop a new name, and to design a strong, engaging brand look and feel to position the centre as an open, welcoming place to visit for all service users and the wider Tunbridge Wells community.

Working with brand writers Reed Words, the new name The Amelia was liked and approved by the council.

The name was inspired by one of the town iconic and well-known residents, Amelia Scott. Who was a social reformer and campaigner for women’s suffrage. She lived and worked in Tunbridge Wells.

A supporting strapline was also devised, “Enriching Lives, Inspiring Learning” to communicate the inclusive and educational brand values.

With the name agreed we proceeded to brainstorm ideas (see images below) for the brand identity and presented a range of creative concepts. The chosen route sits comfortably within the suite of existing TWBC cultural identities including the much-loved Assembly Hall Theatre brand.

The logo marque was designed to denote the “coming together” of services, people and pathways to illustrate a positive and vibrant direction of travel and destination to visit and enjoy.

We were very proud to be involved in this project and hope The Amelia will be a catalyst for the community to get involved and be proud of where they live and work.