Leeds and Partners

Developing a new city brand for Leeds

The brief

Leeds has set out a challenging vision, which aims to transform and reposition Leeds as the best city in the UK to live, work, visit, meet and invest. In order to attract investment, create jobs and grow its economy, Leeds will be competing with cities in the UK and across Europe. To succeed in this competitive environment, the city needed a clearly differentiated brand proposition, which articulates and encapsulates the city’s offer in a way that connects with key markets in inward investment, business and leisure tourism.

A new kind of city

After comprehensive consultation with stakeholders, our first objective was to write a compelling proposition to form a platform for the new city brand. This was tested extensively to ensure it stands-up to challenge and is ambitious enough. The proposition is supported by definitions of values, personality, key messages, proof points and, most importantly, the developments in behaviour that will be needed. All these elements were combined into the book and supporting film, ‘One Voice, One Ambition’, launched at a major stakeholder event in March 2013.

Results

The new proposition has been universally well received. All stakeholders, from public, private and third sector, have been motivated to come together for the benefit of the city like at no other time in recent years. The book has been re-printed 4 times with demand surging as the city’s fortunes rise on the back of new developments including Trinity Leeds and the First Direct Arena, alongside inward investments in the med-tech, financial and professional services, and digital sectors.