Matta | Recent Projects - Branding, Identity, Design & Content

Northampton's Active Quarter

Northampton’s Active Quarter is a branding project focused on creating an identity that celebrates community, activity, and local heritage. The initiative aims to encourage both residents and visitors to explore the area’s diverse offerings — from nature trails and heritage sites to sports and leisure activities.

This was a ground-up identity project, requiring the creation of a logo and adaptable brand system that could be carried forward to the local council and stakeholders for approval. The goal was to establish a visual language that feels approachable, accessible, and distinctly representative of Northampton’s sense of place.

With no existing identity in place, the challenge was to develop a brand that could unify a wide range of community-led and visitor-focused activities under one cohesive vision. The identity needed to appeal equally to local residents and tourists, reflecting Northampton’s natural environment and active lifestyle.

Research began with an exploration of the local area, including site visits, surveys, and community input to understand what “active” means to Northampton’s people. This insight helped inform a design approach that balanced inclusivity with a modern, energetic tone. Accessibility and clarity were key considerations — ensuring the identity could scale effectively across print and digital platforms while remaining legible and engaging for all audiences.

The final identity centres around a bold, abstract adaptation of the letter A, representing the “Active Quarter.” The lower indent of the letterform introduces an interpretive element — symbolising a path, track, or the River Nene, which runs through the heart of Northampton’s active zone. This subtle versatility allows the logo to resonate with multiple aspects of the area’s landscape and community life.

A cohesive brand system was developed alongside the logo, including typography, colour palette, and adaptable graphic applications for both print and digital contexts. Example use cases demonstrated the identity’s flexibility across promotional materials, signage, and social media.

The outcome is a modern, meaningful identity designed to grow with the initiative — helping the council and community present Northampton’s Active Quarter as a vibrant, welcoming destination for everyone.