Head East

Head East is a new flagship brand, promoting the East of England. To coincide with its launch, this inaugural campaign celebrates arts, culture and heritage. It’s based around a series of specific cultural initiatives, showcasing some of the region’s most impressive and exciting attractions.

Tourism alone is worth £10bn per year to the East of England and this brand-led campaign specifically aims to promote and build a national profile of the East as a ‘must see’ UK cultural destination

The inspiration

With Norfolk and Suffolk set out on a geographical limb, we took inspiration from the purposeful journey visitors to the region must make. Almost everyone who wants to explore the East of England (particularly from the rest of the UK) will head in the same direction. All signs point East

The idea

Firstly, we created a name. Short, memorable and assertive – ‘Head East’ is designed to be more than just a brand name – it becomes a compelling call to action.

Providing a bold, iconic and functional design system, this brand incorporates traditional wayfinding symbolism, directing people eastwards to discover everything the East of England has to offer – the amazing arts, timeless heritage, and cultural wonders.