Waterbeach
Waterbeach, just north of Cambridge, is an emerging community shaped around a lake, restored habitats and streets with new homes designed for active travel.
A new community takes time to establish and thrive, and demonstrate that it is possible to join with an existing community with a shared sense of pride. That means building a digital presence that matches the ambition. Existing residents wanted clear information, practical guidance and a sense that the place was being created with them, not just for them. People were rightly sceptical about the development and how nature, transport and daily life would come together.
We began by listening. Consultation comments, social media insight and discussions with the client team revealed a simple truth: people connect with a place when they understand its purpose and can see themselves in it.
The strategy focused on clarity, a core famille value. So we:
We communicated authentically about what was ready, what was developing and what would take time. We avoided overstating environmental claims and ensured content was inclusive and easy to understand. The focus stayed on helping people feel informed, involved and connected.
