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.
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.
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