Longton arts organisation adopts new name as it cements community role
Urban Wilderness CIC, the Longton arts collective behind the annual Pig Walk, will from August operate under a new identity: Wild Edge Arts. The change reflects a shift from short-term creative interventions across Stoke-on-Trent to a more embedded, long-term community organisation based in Longton.
The rebrand has been developed with input from partner groups, community members and those who regularly take part in the organisation’s programmes, including its Art Club, Teen Squad and creative volunteers. Organisers say the rename is intended to preserve the spirit of the original title while signalling an evolved set of priorities and responsibilities.
"We really wanted to keep the feel of the Urban Wilderness CIC name while developing a new identity alongside our community members which reflects our core values and our evolving work,"
Co-director Jenny Harper described the process as collaborative, noting that volunteers who typically make costumes and props for events were fully involved in shaping the new brand. The organisation has also secured part of a grant from Arts Council England to support the rebrand and wider organisational development.
What will change — and what will stay the same
Key public-facing activities will continue under the Wild Edge Arts banner. The team confirmed that the Pig Walk and the Winter Gathering will remain part of its events calendar, while the organisation intends to expand its role in Longton through increased volunteering, larger-scale productions and the renovation of a heritage building.
- Events maintained: Pig Walk, Winter Gathering
- New focus: longer-term community embedding and collaboration
- Support: funding from Arts Council England for rebranding and development
| Aspect | Urban Wilderness CIC | Wild Edge Arts |
|---|---|---|
| Name | Urban Wilderness CIC | Wild Edge Arts (from August) |
| Core activity | Short-term artistic interventions | Long-term community projects and events |
| Funding | Previous grants and local partnerships | Part-funded rebrand by Arts Council England |
Co-director Isla Telford said the group's practice has shifted markedly since its launch in 2018. Where it once staged temporary interventions in different locations around the city, the organisation is now concentrating on building sustained relationships in Longton and delivering larger productions supported by a volunteer force of around 150 people.
As part of the Arts Council-funded project, the team will publish a practical guide documenting their approach to community-led rebranding and organisational development. The guide is intended to help other small arts organisations undertake similar transitions.
The group’s progress has already attracted external recognition: they are finalists in the High Street Impact category at this year’s University of Staffordshire Business Awards, an acknowledgement of their role in local cultural and economic life.
For residents and volunteers in Longton, the change of name signals continuity as much as transformation. The familiar events and creative opportunities will continue, but under a banner that organisers say better reflects their increased civic responsibility and collaborative approach to placemaking.
