Welcome To Leeds
Identity, website and art direction for Welcome to Leeds; a LeedsBID project that aims to showcase, support and celebrate the world class events, organisations and people in Leeds.
By building guidelines for imagery and video content we created a framework that could effectively capture the culture, lifestyle and positive experiences of the people in Leeds.
A content first brand
Using only black and white and one typeface, we created a neutral and objective brand identity that would not distract from the tone and messaging of its content.
The layout of the website is simple, uncluttered and utilitarian, providing curated video and image content that focuses on people, lifestyle, story and culture.
A large local and nation-wide campaign to introduce the new brand involved billboards, digital screens and lamp post banners.