City of Sunderland
Brand Identity
2021
SCOPE
Brand Strategy and Positioning
Visual Identity Systems
Verbal Identity and Messaging
Naming and Nomenclature
Experiential and Environmental Concepts
Digital Art Direction
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BRIEF
Sunderland is a post-industrial city with a deep sense of regional pride. To attract global investors, employers, and visitors, the city needed to consolidate its various regeneration efforts into a singular, powerful narrative. We were tasked with creating a brand identity that would act as a focal point for this transformation and provide inspiration for future success.
WORK
We didn’t just design a logo; we built a foundation through an intense consultative process. By engaging directly with local leaders, residents, and businesses, we were able to move beyond the post-industrial narrative. We distilled our findings into a single, optimistic brand truth: Sunderland is the “City of Potential.” This strategic positioning allowed us to create a benchmark of clarity for the city’s ongoing evolution.
PLAY
The resulting identity is a bold expression of optimism. We translated “potential” into a vibrant and flexible visual system that works across the entire urban landscape—from digital platforms to physical signage. It is a place brand that feels as authentic as the people of Sunderland, providing the city with a professional and cohesive toolkit to communicate its ambitious future to the world.
Toggle
City of Sunderland
- Brand Strategy and Positioning
- Visual Identity Systems
- Verbal Identity and Messaging
- Naming and Nomenclature
- Experiential and Environmental Concepts
- Digital Art Direction
BRIEF
Sunderland is a post-industrial city with a deep sense of regional pride. To attract global investors, employers, and visitors, the city needed to consolidate its various regeneration efforts into a singular, powerful narrative. We were tasked with creating a brand identity that would act as a focal point for this transformation and provide inspiration for future success.
WORK
We didn’t just design a logo; we built a foundation through an intense consultative process. By engaging directly with local leaders, residents, and businesses, we were able to move beyond the post-industrial narrative. We distilled our findings into a single, optimistic brand truth: Sunderland is the “City of Potential.” This strategic positioning allowed us to create a benchmark of clarity for the city’s ongoing evolution.
PLAY
The resulting identity is a bold expression of optimism. We translated “potential” into a vibrant and flexible visual system that works across the entire urban landscape—from digital platforms to physical signage. It is a place brand that feels as authentic as the people of Sunderland, providing the city with a professional and cohesive toolkit to communicate its ambitious future to the world.