Norwich is one of the UK’s best kept secrets! A city brimming with arts and culture, steeped with history and heritage, peppered with pubs and restaurants and booming with independent businesses and creative opportunities. The place is alive, friendly and constantly evolving. These are just a few of the reasons why people move there, and why many decide not to leave.

Each year, the SHHHH Collective merge minds with locals to collate their favourite independent places to eat, drink, play, shop, party, sleep and heal in the city. This eclectic round-up is designed for all ages and lengths of stay; be that a few hours, a day or a lifetime. The SHHHH Guide is self published by the Collective.

We were invited to help produce this year’s Guide, to build upon it previous successes, and to ensure it became the most comprehensive and successful to date. More about SHHHH Collective here.

Project Details:




SHHHH is a lifestyle brand and go-to resource for finding out whats on, whats good, where to eat, drink, shop and play in the Fine City. The collective is built up of an ever-growing family of local artists, writers, designers, movers, makers and shakers.

Creative Nation has talent in the region, and are big fans of championing independent business and creative talent, therefore we were delighted to bring our project management and production skills to contribute towards its continued growth and success.

The Process

We came on board once the increased demand for this year’s Guide became apparent, and worked closely alongside the Guide’s designers, writers and photographers, as well as their sales team and printers. Together, we decided to make a step change, introducing a new look and and a more tactile quality to the book, as well as by introducing new resources, sections and more businesses than ever before.

We introduced a new mustard colour way, synonymous with the City which is the home of Colman’s mustard! We also introduced new content such as Norwich Natives, which provides an opportunity for readers to better get to know the diversity of the people who make the City and what makes them tick.

The Results

The most successful and covetable SHHHH Guide yet, people have loved the new look and are using the Guide to explore the City. Its impact in the city is not hard to see, as it graces reception areas, shelves and shop fronts far and wide.

The new look and content has translated well onto its online environments, with features such as Norwich Natives providing additional online content, extending the shelf life of the book and increasing engagement and awareness of the city and what it has to offer.



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