Riverside Sunderland

An incredible place to live, work and play

Riverside Sunderland is a £1 billion regeneration project that is transforming the riverside of Sunderland city centre. The project will create 1,000 new homes, 1 million square feet of office space, and a new public realm with parks, green spaces, and cultural attractions.

As a major investment in the future of Sunderland, it will create jobs, boost the economy, and improve the quality of life for people in the city. It is a project that will transform the riverside and make Sunderland a more attractive place to live, work, and visit.

Cool Blue was chosen by Sunderland City Council to create a place brand and marketing strategy, to bring Riverside Sunderland closer to the people of the city and highlight the opportunities the project holds for a range of different audiences, making it an incredible place to live, work and enjoy.

In early 2022, Cool Blue were appointed to shift the existing brand vision and messaging of Riverside Sunderland. We wanted to create a brand that would communicate better with businesses, residents, and visitors within and outside of the region.

We started by conducting a series of workshops and immersion meetings with key senior directors of the Riverside Sunderland team. This helped us to tease out the key messages and overall objectives of the new brand.

We then developed a new brand identity and messaging that reflected the needs and aspirations of our target audiences.

Brand and communications

We also created the new site-wide hoardings, which were the first physical manifestation of the new brand. The hoardings were strategically placed around the Riverside Sunderland site to attract attention and communicate the new brand to passersby.

The resulting brand

The new brand identity was based on the idea of Riverside Sunderland as a "sustainable new urban quarter fit for 21st century life." The logo retained the existing typeface and prominent colour scheme.

It was designed to be modern, vibrant, and dynamic. It was also designed to be inclusive and welcoming.

The tagline is "This is our…" communicates the vision for Riverside Sunderland as a place people can relate to and feel proud of. The visual style of the brand uses bright colours and bold typography. The images used in the brand are of people, places, and activities that are associated with Riverside Sunderland. The messaging of the brand focuses on the benefits of Riverside Sunderland as a place to live, work, and play. The brand emphasises the riverside location, the vibrant atmosphere, and the opportunities for businesses and residents.

It is now a powerful tool that is being used to communicate the vision for the regeneration project. It is helping to raise awareness of Riverside Sunderland and to attract new businesses, residents, and visitors from afar.

Like what you see?

Selected Works

The North East Ambulance Service:Make a Life-Saving Difference.

Harrogate Spring WaterMindful Drinking takes centre stage at Festive Influencer event.

Barker and Stonehouse: Gateshead Store LaunchUnveiling the new £5m store in Gateshead.

Harrogate Spring Water - Mindful DrinkingBringing a taste of Royal Ascot to North Yorkshire.

The City Baths Newcastle X John LewisBringing a brand partnership to this historic leisure destination.

Barker and Stonehouse: A Story of SustainabilityA sustainable approach to furniture retail.

Grainger MarketEnhancing Newcastle’s Bustling Grade I Traders Market.

Anglo American:Powering cyber security.

Teesside UniversityCelebrating the Tees Valley digital community.

ProtiumStakeholder communications and engagement strategy.

Banks HomesCreating a unique brand identity for the new-to-market luxury housebuilder.

North P&I:160 years of incredible maritime history.

Middlesbrough College:Finding brand purpose for a dynamic educator.

Sleepeezee:Everything's easy when you Sleepeezee.

North East England Chamber of CommerceGiving businesses their say in skills provision.

Ercol:A moment of pride in ercol’s history.

Newcastle Helix:Our City’s Drive Towards Net Zero.

Story Homes:A new chapter for this thriving residential developer.

Stephenson WorksA welcoming and generous spirit.

NewcastleGateshead Quays:A quay moment for NewcastleGateshead.

TeesAMP:Making it in Middlesbrough.

NewcastleGateshead Convention Bureau:Tyne to get back to business.

Tees Valley Combined Authority:Encouraging staycations in Tees Valley.

Siglion:Bringing some vitamin sea to Seaburn.

North East Ambulance Service:A global pandemic.

Thirteen Homes:How do you want to live?

herdysleep:A first of its kind for the bed-in-a-box market.

Libra Interiors:Connecting consumers in a new way.

Tees Valley Combined Authority:Tees Valley Mayoral Election Campaign.

Animex:A virtual event bringing the brightest of minds together.

Imagine. Create. EGGER:Launch of a new product range for this global manufacturer

Finchale Group:A dynamic rebrand for the leading employment charity.

Duresta:A brave and bohemian collaboration.

South Tyneside Council:Recognising local community heroes.

Fusion:Healthy in the Heart of the City.

UK Land EstatesBuildings for Business.

Merit HoldingsA world leading engineering company.

Harrogate Spring Water:Continuing to make a difference.

Barker and Stonehouse:Say hello to Mr Clarke.


Cool Blue is a full-service agency that drives brands forwards. Our ideas and innovations are always conducted with purpose. Delivering solutions that combat specific challenges and provide results. Our strategic expertise offer a valuable service to every one of our clients, helping them achieve their goals.


Soho Works, 2nd Floor
180 Strand

T: 0203 535 0222




Boho 5, Bridge St East
The Boho Zone

T: 01642 351011

Toffee Factory
Lower Steenberg’s Yard
Newcastle upon Tyne
T. 0191 375 9150