Designer Wayne Hemingway is famous for his fashion label Red or Dead and his campaigning for better, more affordable housing – but in Swindon he's also known for his criticism of the town.

In 2005 he was fiercely critical of the design standards of new housing estates being built and went as far as to say he would prefer to live in a Strangeways jail cell rather than some of Swindon’s suburbs.

But now the former fashion designer is helping to boost the Railway Village Heritage Action Zone.

He was part of the team from Swindon Borough Council speaking at an international conference on sustainable building design in London – and his company Hemingway Design has been contracted by the council to develop a brand identity for the Railway Village.

His presentation referred to his previous criticisms and said Swindon has suffered from negative perceptions for many years – even when it was the fastest-growing town in Britain in the 1980s.

It said revitalising the town centre will be key to changing those perceptions and showcasing the Railway Village, the Heritage Action Zone round it and making it a well-known place will work towards that change.

He said: “Having spent time in Swindon and the Heritage Action Zone and heard so much from locals through the engagement process, we’re very excited about what this place brand could achieve, not just for the Heritage Action Zone itself but for wider Swindon.

“Place brands are a powerful tool for guiding growth, shaping perceptions and improving the experience of a place and there is fantastic opportunity to achieve those things in Swindon Heritage Action Zone.”

Councillor Robert Jandy, the cabinet member for heritage and the town centre, said: “I’m pleased to see us work with such accomplished companies on bringing the Heritage Action Zone to life. The area has such a deep-rooted history in Swindon and it’s something that everyone in the town should be proud of. I’m looking forward to seeing the outcome of the initial report and the progress over the next 18 months.”

Ross Simmonds, acting regional director at Historic England, said: “We’re delighted the branding project is under way and that Hemingway Design and has been appointed, bringing a wealth of experience and insight.

“Developing a brand for the Railway Village is a vital part of the HAZ. It will help to challenge negative perceptions about Swindon and replace them with a positive and memorable story based on its distinctive railway heritage."