Fuga Fuga Case Histories

In 2009, alongside communications consultants TK Associates, Fuga joined the Sea Space Communications Team to begin the process of building the public-facing brand of the Enviro21 Innovation Parks.

Enviro 21 is part of a larger regenerative “Five-Point Plan” (FPP) for Hastings, St. Leoanrds and Bexhill. This business plan sets out a £341 million 10-year programme of projects derived from the objectives of the FPP including targets of 100,000m2 of business and education space and 5700 jobs. Enviro21 fits squarely into “initiative three” of this plan which is “the stimulation of business innovation, enterprise, creativity and technology transfer”.

We were particularly keen to work on this project as the Enviro 21 Business Corridor represents a significant component of our regions future identity. “For too long now many sea side towns have been known for their historic role. 1066 is synonymous with Hastings and that particular local ‘brand asset’ has been stretched to breaking point—so we desperately need to create new local ‘brand assets’ and project our identity forward into the 21st century!” [Fuga, M. J.].

Enviro21 is one of the first steps in achieving this. Sea Space has created the first (of many) high quality technology and business parks that are sustainable in the way they are built, and in the way they will function for thier occupants. The Enviro 21 Innovation Parks have energy, water and waste conservation strategies at their core and are targeted at companies at the cutting edge of environmental technology and others with a passion for environmental conservation, energy efficiency and ethical business.

Moreover, the immediate and future Enviro 21 parks perform a strategic role in capturing local engineering, science and technology talent that will otherwise be migrating from our “state-of-art” educational facilities in Hastings that have already been delivered by Sea Space as part of “initiative two” of the Five-Point Plan, “excellence in higher and further education”.

There are many more steps to be taken in the process of creating a 21st century brand identity for Hastings & St. Leonards, not least of which is the necessary engagement of our local community stakeholders and national—international businesses and organisations, as we can’t just build such excellent facilities and expect congratulations and positive attention … we need to proactively court the individuals, businesses and organisations that will ultimately create the “authentic brand values” that we wish to build upon and project into our future. To this end, Fuga, are proud to be working alongside the Sea Space Communications Team.

What does the future hold?
Many, many organisations and people around the country are working to help build a positive future for our town's and our country … but in the end, many of these endeavours are dependent on the decisions and behaviour of two men in 2010 ... Mr Brown and Mr Cameron … What are you going to do to help?