Our initial brief was to provide Leeds City Region with a brand identity and visual style that would convey the vibrant nature and optimistic outlook of the region.
Understanding that the city region concept placed regional economic growth ahead of traditional local authority boundaries, our chosen brand direction was a logo that used overlapping circles to reflect the interdependent nature of the 11 local authority partners that form the City Region, set to broadly mirror the physical shape of the region as a whole.
The interdependency between the partner councils was expressed as "11 partners, one vision", which also served to reinforce that all members were of equal importance, irrespective of physical or economic size.
The driving force between the city region vision was summed up by the strap line, "Intelligence driving growth".
Since the initial launch we have applied the new identity to a comprehensive range of brochures, documents and other materials, aimed at a range of audiences including residents, international business leaders and central Government.
Following its highly regarded submissions, Leeds City Region was selected in as one of only two city region pilots.