EFCCE Brand your city competition brief.

-Print
-Ambient
-Direct Mail
-Website
-PR
-Digital
-Social Media

Brief: Brand your city to encourage people to live, work, visit, setup new businesses and raise civic pride.

Solution:Leeds most unique essence lies within its compactness; with so much to do and see in such a small area. Additionally with its proximity to the beautiful Yorkshire countryside, Leeds makes way for an easy city lifestyle. The strategy was to communicate the easiness and compactness of Leeds using a clean, simple, fresh design. Formulate a brand that is authentic and based on truth. Simply, tell it like it is. The objective was to increase the likelihood of business investment by improving the image of Leeds, making it more desirable and encouraging the audience to engage with the city and enjoy it, not just live and visit it. The target audience aimed at consisted of young professionals, who enjoy a city life. Additionally the secondary audience was to attract new business investment in the city. We choose to use a very contemporary colour palette for each aspect of city living e.g purples for culture, pinks and reds for shopping etc. This way the campaign would be identifiable throughout.