Robinson and Associates maps Castleward village identity

Robinson and Associates has created the identity for Castleward Urban Village, a 13ha mixed-use urban development which will now be marketed as the gateway to Derby.

The regeneration project is being initiated by property developer Knight Frank and urban regeneration company Derby Cityscape.

Robinson and Associates submitted a proposal to Derby Cityscape, having worked with Derby Cityscape before, beating several other groups to win the contract.

The Loughborough-based group was briefed to consider a new boulevard connecting car parks, shops, housing, retail and public realm areas. It also had to promote improved infrastructure within the city and to the rest of the country.

The regeneration of Castleward is part of the broader Derby Cityscape Masterplan and, as such, Robinson and Associates was asked to consider the company’s partners, Derby City Council, East Midlands Development Agency and the Homes and Communities Agency.

James Robinson, creative director at Robinson and Associates, explains, ‘We’ve gone for a Harry Beck-style Tube map to demonstrate connecting different aspects of the city and, underneath, silhouettes of people to show a social connection.’

A tagline, ‘Derby’s place for people to connect’, is included to emphasise this, according to Robinson.

The new identity and communications will be used to appeal to another party for further investment and will be rolled out at the end of this week. A 36-page document has been created by the consultancy to this end.