NETHER EDGE VILLAGE
Working with businesses to give a community a unique identity.
Nether Edge is a beautiful leafy suburb of Sheffield. It’s packed with independent shops and businesses, ranging from cafes and bars to hairdressers and bowling greens. Sitting just a few minutes away from thriving areas such as Sharrow and Ecclesall Road, these businesses have the potential to attract big crowds to come and shop, play and benefit from the gorgeous surroundings.
The brief
Since being built in 1880, these businesses had depended on passing trade. However, Covid stopped that. Many people were turning to online shopping, taking money away from the independent retailers who needed it so badly.
Thanks to funding from Sheffield City Council’s Economic Recovery Fund I was tasked, by the local businesses, with creating a brand that would remind Nether Edge residents what was on the doorstep, as well as allowing them to market themselves to the whole city.
Getting everyone on board
With so many stakeholders involved, it was important for us to agree on our responsibilities from the start. I worked closely with Steve Ojari, who acted as the voice for all the businesses. We decided that he’d liaise with the businesses and the council, while I’d project manage the creative process and the printers. This clear communication meant everyone knew how the work was progressing, understood the concept and, most importantly, got behind it.
Apart from their location, there was little linking these businesses together. I had to change that. The area had been known for shopping for over 143 years, and this idea of legacy and history became the foundations for the brand.
“Leanne’s got lots of good ideas and manages to turn something I've thought about into something that works from a design perspective. She will say if you don't think something is going to work which I really value.”
Steve Ojari, Project Lead and owner of Bannerdale Osteopaths
I then tapped into my network of creatives. Working with copywriter Ash Billinghay, we created bespoke messaging that proudly shouted about all that Nether Edge Village has to offer, as well as some clever, localised shop messaging.
I also worked with photographer Joe Horner to create a bank of beautiful imagery that the Village can use to promote themselves in print and online, helping them to stand out from the competition.
On top of this, I worked on a range of hand-drawn illustrations to reflect Nether Edge’s many creative outputs, bringing the village’s charm and character to every asset.
“Leanne’s understanding of the brief was second to none, and her ideas just had such wonderful character to them it was impossible not to smile. Not only is she a talented creative, she also handled the project management side so well.”
Ash Billinghay, Copywriter
Discovering an independent edge
My aim with any client is to make a positive difference to their lives. This could either be by freeing up their time by managing their design processes, or it could be that my work brings value to their business.
With Nether Edge Village, we achieved both.
This work has made such a huge impact on the community, not just by encouraging greater footfall for the businesses, but also by allowing those businesses to build relationships with each other and create a true sense of community.
When you pass through the area you can see the difference it’s made, with banners hanging from lampposts, signage on planters, leaflets on counters and branding on every corner. But you can also feel it. There’s a buzz in Nether Edge now, a feeling that this is just the start, a community spirit with an independent edge.
Building a community within a community
“Helping us create Nether Edge Village has brought together twenty-two otherwise separate businesses into one identity which has brought us closer as a community. We now have something we can market collectively which helps with spreading the cost of marketing activities and draws people to us as more of a destination location.”
Steve Ojari, Project Lead and owner of Bannerdale Osteopaths
