FPP develops Cruddas Park rebrand to Riverside Dene
The rebranding of Cruddas Park in the west end of Newcastle has been completed by FPP Brand Communications following a £97.4million regeneration project.
The Newcastle agency worked with local residents and community groups to identify the positive and negative aspects of life on the estate, identifying sources of local pride and people’s aspirations for the future to produce the new name and identity, Riverside Dene.
Ted Rodger, managing director of FPP, explained: “Our team of re-branding specialists worked very closely with the partnership and the local community to identify their thoughts and feelings about the area and the planned regeneration process, before coming up with three possible names that were put out for further consultation.
“It’s always a challenging process to consult on a change of name, particularly in a well-established community, so it was vital that the views and concerns of the local population were taken into account.”
FPP was selected by the partnership, made up of Newcastle City Council, Your Homes Newcastle (YHN), housebuilder Bellway, Gentoo, Bridging NewcastleGateshead and New Deal for Communities, that is spearheading the regeneration of Cruddas Park.
Planning permission was granted in 2008 for the proposals that will see the estate transformed with total refurbishment and re-cladding of all ten blocks, a revamped shopping centre and landscaped communal gardens.
The other possible names identified by FPP for public consultation were Beacon Dene and Beacon Park, but Riverside Dene was chosen by the residents as it reflected its proximity to the Tyne and historical connection to the area.
The branding aims to reflect the area’s vision and symbolises a ‘new way of living’.