When we first got involved, Wellington Place, as it is now known, was a derelict edge of town former retail park and car park situated adjacent to the traditional central business district for Leeds but generally considered a street too far.
We were tasked with creating a brand proposition that would articulate the vision for the place and communicate it to the target audience.
Working with MEPC and Hermes we developed the brand vision and put into action the place marketing activity to integrate Wellington Place into the city centre and communicate the vision for the 3,000,000sq.ft. master plan as an outstanding urban district.
Through our Active Branding process involving our clients, architects, master planners, advisers and local businesses, we created the brand vision for Wellington Place and a brand essence that underpinned all communication to create a consistent voice. This strong proposition and consistency was communicated in print, online, in film, on site and in person and continues to be the foundation for communication.
An outstanding marketing environment and visitor centre, and incorporating a five a side football field, urban allotments, outdoor fitness centre, markets and street vendors ensured Wellington Place was a destination within the city prior to development re-commencing post recession.
Wellington Place was Leeds’ first business district to emerge from the recession with the first speculatively developed office building for several years, which was quickly let, leading to two further much larger similarly developed offices that have attracted leading legal, financial and technology occupiers.