Following substantial national media attention on the unacceptable living conditions at the Regina Road Estate, Croydon Council has initiated a comprehensive, multi-phase redevelopment of the entire estate. Acknowledging the critical need for systemic improvement, the council launched a significant transformation program focused on fundamentally reforming its housing services. This ambitious project includes close collaboration with tenants and leaseholders, ensuring their active involvement in shaping the future of their community. With a number of changes to service delivery, and more investment in an in-house contact centre, Regina Road is the first redevelopment to be implemented, which is a major step towards enhancing tenant satisfaction and overall service quality.
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With an urgent need to communicate with residents, businesses, stakeholders and visitors about the investment the Council and its partners are making across the borough. Croydon Council commissioned Hackney Design Studio to create a look and feel for Regina Road regeneration.
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Taking into consideration the views of residents, council officers, funders and other stakeholders, our team began with a number of interviews and focus groups. Image and reputation of the Council were key drivers for the insight work, which provided us with the information we needed to develop the creative approach. We knew views of the Council would be negative, however, there was also an underlying optimism and determination to change the narrative, which we worked into the final brand.
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