Heartland Heritage has a very clear vision that the work it undertakes will be beneficial to the communities and localities that it serves. We envisage that we will bring three main benefits:

Promoting Local Awareness – linking the history and heritage of a place to the people that live there now.

Regenerating Civic Pride – re-building and re-enforcing the emotional connection that people have for the environment in which they live.

Engendering Social Respect – generating the pride in localities that will drive people to re-enfranchise themselves and their communities.

These positive social drivers all feed into each other and indeed are encouraged by some existing civil and institutional bodies. Our aim is to champion these causes in what would be a powerful synergy promoting positive local thinking.

To do this we will be designing new symbols and utilising existing ones for localities by creating a fusion of dignified tradition and exciting fashion. Relying too heavily on tradition will make the products stuffy, but too watered down will make them meaningless. This is why we seek to put a fresh and bold spin to the idea of local pride by seeking inspiration from all cultures. The best example is the tartan ideas we have had – taking a traditional format from elsewhere but giving it a strong local meaning. This has precedent elsewhere – a good example being the Sikh tartan. By using as wide a range of inspiration as possible we show how wider cultures and places can blend with our own – promoting external understanding as well as internal pride.

Once the symbols have been designed they shall be incorporated into smart and fashionable consumer commodities. This method takes the attitudes endorsed by other bodies in an official capacity and provides desirable products that are easily accessible to the public and commercially sustainable to produce (plus using a British supply chain not only raises quality but helps reduce carbon footprint). Such products will enable us to create understated yet bold items that get people talking.
Such methods are highly effective promoting pride and respect. Last season the sales slogan for Liverpool’s new strip said “It’s not a badge, it’s a family crest”. This ‘badge’ was a heraldic style coat of arms. With all the marketing savvy that a giant corporation like Liverpool FC has it knows that heraldic style builds bonds nearly as strong as that of a family between the team and its modern customers and supporters. Sanitized and corporate logos fail to provide that sense of warmth and romance that the wider public appreciates. Liverpool isn’t alone either – many football teams are inventing or recapturing heraldic emblems.

Of course it must be remembered that such symbols do not just build up pride in the owner of the product, it acts as advertising for that region, which can build awareness for that place externally or internally. Thus promoting local awareness both at home and further afield.

Heartland Heritage seeks to promote a sustainable line of products that directly helps serve the communities of our customers. We aim to increase pride and awareness in those places and to do so in fun, fresh and new ways that promote localities through the innovative use of ideas from many cultures. That way people can express themselves in a proud and friendly way. We seek to promote positive ideals in society in a balanced way and we will forever look to the past, present and future for guidance and inspiration.