A LEGENDARY design company has been appointed to tell Slough’s story as a future “vibrant, thriving, and innovative” town.

The council has appointed HemingwayDesign, a multi-disciplinary design agency founded by English designer Wayne Hemingway, a two-year contract to sell Slough as a place to live and work as well as to shine a light on its local communities and diverse cultures.

This appointment is to share the Slough 2040 vision, which was approved by cabinet earlier this year, and outlines the council’s ambition for the future of the town over the next 15 years.

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It also involves telling the major schemes that are happening in the borough such as the radical framework plans of regeneration of the town centre.

According to officers, HemingwayDesign has spent decades working on “projects with purpose”, often in ‘much maligned “underdog” towns that have often been given ‘unfair treatment’ by the media.

Slough 2040 Vision

Slough 2040 Vision

Cllr James Swindlehurst, leader of the council, said at a cabinet meeting on April 12: “This isn’t a rebranding exercise, like a new logo or anything like that, this is about reflecting the reality of what’s actually going on in Slough and get that amplified properly in a way I think will have an impact on the way we are perceived because I think if people knew the amount that was going on, they would see Slough differently than they do.”

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The contract is estimated to cost £50,000 in 21/22, which will be fully funded from section 106 money.

HemingwayDesign was selected from eight bids, with three bidders interviewed.

A ‘kick off’ meeting is set with the council and the design agency over the next few weeks and more details will be revealed later of Hemingway’s plan of action.