THE massive marketing face-lift announced by the Hereford City Partnership is aimed at revitalising the business and retail sectors.

Plans include the development of Church Street and Capuchin Yard as a crafts quarter, creating a Crafts Loop linking different parts of Hereford and a review of city centre design, looking at structures, street furniture, signage and layout.

The re-branding initiative has been endorsed by all members of the Partnership and has received enthusiastic support from Herefordshire Council.

Councillor Chris Chappell, cabinet member for economic development, said: "This is an exciting new concept which not only celebrates what is best in traditional Herefordshire but also allows the city to market itself in a unique and forward looking way, which all sectors of the community can benefit from."

Hereford City's promotions and development manager said the brand had limitless potential.

"Hereford already has a strong craft tradition - the contemporary crafts fair is recognised nationally, the cathedral hosts the stonemason's yard and the cider museum celebrates rural crafts.

"We're sure to achieve national, even international, interest as we develop Hereford's new brand."

Wealth of workers

She added that there would be a community feel to the schemes involved.

"Local craftspeople will be employed to carry out many of the projects - and the city will then provide a living tribute to their work."

Herefordshire has a wealth of craft workers, be they contemporary, traditional or agricultural.

There are more than 300 listed on the council's database of artists, making the craft industry one of the county's biggest employers.

Contributing millions directly to the local economy through sales of work, the crafts are also seen as an important asset in the promotion of Herefordshire to visitors.

There is, for instance, one contemporary craft gallery for every 28,000 people, compared with one for every 235,000 for those located in the south east of England.

The new Craft Loop, which was conceived by Katie Eastaugh, the council's crafts officer, and further developed with Alison Alsbury, will begin at Hereford Cathedral, continue into Church Street, High Town and Broad Street before heading towards the Bishop's Meadow and then Castle Green.

Along the way, visitors will be able to enjoy the many different examples of crafts ranging from stonemasonry and embroidery to metalwork, sculpture and jewellery.