Ipswich.love: The grassroots platform reframing a town's story

James Kindred was tired of Ipswich being political clickbait. In 2022, he designed a heart-shaped ‘W’ before there was even a plan. The idea was simple: amplify what already exists.

"Ipswich gets battered in the media all the time," says James. "Instead of just moaning about it, we decided to do something. To make sure the good stuff gets heard."

What followed wasn’t strategy. It was community.

Ipswich.love invites residents to reflect, connect, and share what the town really means to them. It highlights events large and small, gathers reflections, and builds belonging through active engagement.

Rooted in real feelings

James, founder of the UK's most awarded alcohol-free beer brand Big Drop, posted a call on LinkedIn. Miranda Acres, founder of 2408 Design & Marketing, and Sam Sherman, a strategist and community connector, stepped forward.

"We wanted to create a platform for positivity," says Miranda. "But not rose-tinted glasses. It’s a big town with big problems, and brilliant people too."

"Sam’s the strategist," says James. "She sits back, listens, and then drops the one insight no one else had thought to say — but everyone was feeling."

Together, they shaped Ipswich.love into a grassroots platform built on care. A place for honest storytelling, shared discovery, and local pride.

Love Letters: Ipswich speaks

One of the clearest signs Ipswich.love is creating impact? People started writing love letters to the town.

Nearly 100 residents – from students and shop owners to activists and creatives – have shared personal reflections. Some were joyful, others frustrated. All were honest. As part of the Love Letters initiative, these reflections were displayed around town, including outside the New Wolsey Theatre, highlighting the community’s connection to Ipswich and its future.

Lynn Turner’s entry captured frustration and hope: "We are desperate for change. We keep hearing it’s coming. That we need to wait a bit longer. But everything’s still crumbling around us."

She ends with a challenge. How can we all change our thinking and be more positive without denying the truth of what people here are living through?

"Each one’s different," says Miranda. "Some make us laugh. Some we can’t stop thinking about. It just proves people want to be heard."

More than a listings site

"There’s never nothing to do in Ipswich," says Miranda.

Ipswich.love’s event guide gives equal attention to community centre coffee mornings and headline shows.

“If you’re putting on a small event, it should have the same visibility as a big one,” says James.

Over 700 people receive the free weekly email. The site also generates around 100,000 Google impressions a month from event listings alone.

"We’re not precious about sending people elsewhere," says Miranda. "We’re just happy they find something useful. For the town of Ipswich, that’s the win."

Connecting a fragmented town

Ipswich.love goes beyond the town centre, spotlighting stories and events across the wider Ipswich community that might otherwise go unheard.

Ipswich faces significant inequalities in income, health, and access to services. Ipswich.love aims to bridge those gaps and help people feel connected, informed, and part of something bigger.

"There is no platform that connects the whole of Ipswich," says Miranda. "You’ve got people in Nacton who don’t know what’s happening in Chantry. People in Whitehouse who’ve never been to Gainsborough."

James remembers growing up thinking Whitehouse was "the other side of the world."

"People tend to overlook places like Whitehouse," Miranda adds. "But it’s home to things like a flotation tank — a great spot where you can experience the whole sensory deprivation thing."

That sense of disconnection has shaped Ipswich.love from the start.

Before joining the project, Miranda had tried to reimagine the town’s historic Ancient House as a creative retail space — a curated department store of indie businesses, with a restaurant, info point and community space for residents and tourists. But the plan collapsed after communication with the council broke down.

"I was devastated," she says. "Then James posted on LinkedIn. Love came at just the right time. It gave me somewhere to put all that energy. And it still does."

Built on care and purpose

Ipswich.love runs on voluntary hours. James manages the platform from a log cabin in his garden, while Miranda and Sam upload listings around other work.

"We’re not paid staff or linked to the council," says James. "It’s just us, doing what we can."

"A lot of the groups we work with wouldn’t call themselves organisers," says Miranda. "They’re just people who want to share something. The goal is to make it easy for residents to share and engage with no tech expertise required.

"There are no ads, no paywalls, and no submission fees," adds James. "You can just put it on there."

Volunteers help with uploads when needed, but the goal is to make it easy for residents to do it themselves. "It’s free marketing," says Miranda. "So why wouldn’t you?"

The next chapter

One of Ipswich.love’s biggest contributions in 2025 is supporting Charter 825 — a celebration of 825 years since Ipswich received its Royal Charter.

"We created the brand identity for the programme," says Miranda. "We’ve helped promote events and highlight why they matter."

Charter 825 events are happening across Ipswich, from village halls to the Corn Exchange, offering a rare moment of shared celebration. That includes a flagship concert by Ipswich Choral Society and Chamber Choir on Friday 27 June, marking the choir’s 200th anniversary.

Keep it moving forward

"The people most excited about Ipswich are often the ones who’ve come here from somewhere else," says Miranda. "They see it differently."

"Whether you’re running a poetry night or thinking about what you’d say in a Love Letter," says James, "Ipswich.love is open to you."

"This is a living project," says Miranda. "And we’re still only just getting started."

"It’s not perfect," James adds. "But it’s growing. It’s visible. And that’s what matters. People can see themselves in it now."

Get involved

Ipswich.love welcomes anyone who wants to share their story, explore what’s happening, or help others connect. Upload events, write a Love Letter, or volunteer — and help shape Ipswich’s future.

Visit Ipswich.love to learn more and get involved.