We Are Boscombe ●
Dare to be Different
For years, Boscombe carried the reputation of being the “rough,” “wild,” and “dangerous” sibling in Bournemouth’s coastal family. Yet behind these labels, a quiet transformation was underway – microbreweries, indie coffee shops, skate culture, and street art were reshaping the borough into a creative hub. The problem wasn't what Boscombe was becoming. It was that nobody was telling its story.
Previous placemaking efforts had felt clinical and disconnected, as if Boscombe had to be fixed before anyone understood what residents loved about it. The Dorset Local Enterprise Partnership wanted to flip this: amplify the borough's character, celebrate its diversity, and give locals a voice they could take pride in. The challenge was to embrace the rough edges as part of Boscombe's identity, not smooth them over. Boscombe didn't need a makeover. It needed a megaphone.
This approach would build an identity that both locals and the Dorset LEP felt aligned with. One that helped local businesses leverage the digital skills hub and support programs emerging in the area.
A Community-First Strategy
Boscombe’s location in East Bournemouth is no accident. Across the world, eastern neighbourhoods have long been the birthplace of creativity and counterculture. Shoreditch in London rose from an overlooked quarter to the city’s creative heartbeat. Friedrichshain in Berlin became synonymous with rebellious energy and underground culture. Williamsburg in Brooklyn emerged from the fringes to set global trends. These are places defined by grit, diversity, and experimentation – qualities Boscombe shares in abundance.
The strategy centred on three guiding principles: authenticity, inclusivity and empowerment. Residents and businesses were placed at the heart of the story, becoming the narrators who reclaimed Boscombe’s identity on their own terms. Because at its core, a place is only as strong as the pride of its people. This wasn’t branding done to Boscombe – it was branding built with Boscombe.
Designing Identity with Edge
The visual identity had to capture Boscombe’s unapologetically authentic spirit. The We Are Boscombe logo became a symbol of local pride, expressed through a suite of badges designed for residents to claim, share and wear. Each badge celebrates individuality, while the spark icon unifies the system as a symbol of energy and community. Like Boscombe itself, the identity is layered, multifaceted and unafraid to stand out – rebellious yet welcoming, diverse yet united.
The colour palette drew directly from Boscombe’s surroundings: the red of AFC Bournemouth’s kit, the green of the pine trees in Chine Gardens, the purple of bluebells along residential streets, and the sandy tones of the beach. Photography came exclusively from local creatives and businesses, offering authentic glimpses of the borough in motion. Through four storytelling pillars, the brand highlighted Boscombe’s untold stories and unsung heroes: from circus elephants and blue whales to live gigs, skate culture and surf competitions. Boscombe’s identity was never invented – it was revealed.
Living the Brand Together
The We Are Boscombe campaign came alive across multiple touchpoints, embedding itself at the heart of the community. It launched with a celebratory party at local pub Chaplin’s, featuring beers from Boscombe Brewing Company infused with honey from the hives above the shopping centre, canapés from award-winning chef Luke Jefford, and music from local resident DJ Tor Da Force. Residents and businesses joined the festivities, taking home window stickers, postcards and tote bags. On Instagram, now with over 2,000 followers, locals and businesses continued to tell their stories, creating a vibrant platform for connection, celebration and pride.
Since the launch, momentum has spread across the borough. More than 500 window stickers now adorn homes and businesses, signalling pride of place, while flags and colourful hoardings bring energy and vibrancy to public spaces. Community-led events, including the Summer Street Sessions, brought together art, music, skateboarding and family activities, while collaborations with local businesses wove the brand into everyday life.
By giving the community the tools to take ownership, We Are Boscombe has become more than a placemaking brand – it has become a movement. Boscombe is no longer framed as a place in need of reinvention; it is a thriving, creative, self-assured community. It is a place you belong to, a movement you embody and a badge of pride you wear. Together, We Are Boscombe.
I have had the pleasure of working with Sammy and Chris on multiple projects, and their expertise in delivery, creativity, strategy, and branding is truly exceptional. Their ability to transform ideas into impactful visual identities and strategic solutions sets them apart. They bring a unique vision, attention to detail, and a deep understanding of brand storytelling, ensuring every project is executed flawlessly.
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Kaoutar Addi
Project Lead, Dorset Local Enterprise Partnership