Tym says that while the site and overall project is a functional tool for the community and a way to raise its profile for the outside world, it is also “a very real way for the Newington community to increase their chances of continued funding into the future”. It’s admirable to see a community able to have control over its image, and brand the area with inspirational and aspirational messaging, alongside long-term tools that create greater connection. But in one aspect, the project feels bittersweet, as the branding is positioned as a means to validate the community’s worthiness of funding. Especially while the state of living conditions, such as child poverty, are among the highest in the Thanet ward. In 2022, Kent Analytics (a branch of the Kent City Council) reported that 23.1 per cent of children under 16 in Newington were living in “absolute low-income families” and the area had the highest proportion of children living in low-income families in the Thanet ward, at 32 per cent.
Just last month, the Local Trust published an update on Newington and announced that the area had won yet another £500,000 from the Levelling Up Fund to renovate its community centre. So as it goes, the branding project had done what it set out to do. The update includes testimonials from Cara and the centre’s community gardener, Kevin Gabriel, capturing their excitement that the neighbourhood staple will be lifted from its “cold, dirty and beige” appearance and feel.
Still feeling like this could be an endless loop – the community has to enhance appearance in order to get funding to further enhance appearance – Dr Giannina offers some insight. “£1 million over ten years just isn’t a lot,” especially when considering the needs of a community. “I think it’s quite savvy. While they could have spent all of the money on infrastructure, fixing potholes or building an entirely new centre, they’ve created impact and narrative that stretches beyond location, that people can consume over and over, forever,” she says. “Nothing is immune from promotional thinking, nothing. Not our communities, cities, education or even ourselves. Especially in this day and age, we’re constantly branding ourselves.” It shows the power and complexity of neighbourhood place branding, and why those involved have some of the most weighty jobs in the creative sector.
