The regeneration of Cheltenham has moved a step closer after the borough council chose design consultants Halcrow to produce the blueprint.
The town will be redeveloped over the next 10 years
The appointment follows investment of £250,000 by the South West of England Regional Development Agency to support the Cheltenham Civic Pride initiative.
Halcrow must now identify how best to enhance the town's economic, social and environmental prospects.
It is expected that the final framework will be completed by March 2007.
The finished proposal must also be seen to benefit residents, visitors and businesses and to boost Cheltenham's national reputation.
"The Civic Pride project will answer many of the concerns of residents about the development, urban design and traffic management in Cheltenham," said Duncan Smith, leader of the council.
"We are determined that this will deliver major improvements to Cheltenham over the next 10 years and underpin the town's growth and prosperity."