Pier Journal
∙ Love Where You Live
How does a newly merged coastal authority shift perceptions from "bucket-and-spade tourism" to serious creative destination? When Bournemouth, Christchurch and Poole combined in 2019, the region faced an identity crisis. Three distinct cultures operated as separate entities within one council, while national media fixated on empty high streets and anti-social behavior. A sophisticated creative economy thrived locally, but external perceptions remained stuck in outdated seaside stereotypes.
The area needed a unifying platform that could celebrate collective creative strength without erasing the individual character of each town.
Creating an Independent Voice for Local Culture
We built Pier Journal as a quarterly publication that treats the three towns as a single creative ecosystem. Rather than functioning as council communications or tourism promotion, we positioned it as an independent magazine that elevates local voices to national editorial standards. The strategy was straightforward: if you want something to exist, make it yourself.
Our insight was that the region didn't need rebranding, it needed a platform that showed what already existed. By documenting creative work happening across all three towns with the same editorial approach as respected cultural magazines, we could shift the conversation from holiday destination to creative hub.
Balancing Editorial Sophistication with Regional Warmth
We designed Pier with contemporary editorial craft that honours local authenticity. Clean typography follows modern magazine conventions while remaining accessible, and a flexible grid system accommodates varied content while maintaining consistent quality across every issue.
The visual language positions Pier alongside established cultural publications, signaling that stories from BCP deserve the same thoughtful treatment as those from larger cities. Every design choice reinforced a simple message: this place is worth paying attention to.
From Three Separate Towns to the South Coast's Cultural Destination
Pier redefined how people see the region, earning coverage on BBC Radio Solent and Monocle Radio, becoming a South West Startup Awards finalist, and receiving a parliamentary shoutout with a copy even reaching Number 10.
More importantly, it built real infrastructure for the creative community: 40,000 readers, 500+ businesses supported, 1,500 people attending events, and £15,000 paid to local freelance writers, designers, photographers, illustrators and printers. The platform proved that genuine demand existed for authentic storytelling about the region's creative culture.
Pier has since expanded across Dorset under the leadership of Laura Williams, evolving from a solution to an identity problem into an independent community platform. What started as three towns finding common ground became a model for celebrating regional creative economies, and we can't wait to see it continue growing from strength to strength.
