A quay moment for one of the UK’s most significant regeneration schemes

Following years of planning, NewcastleGateshead Quays – the £260m regeneration scheme at the heart of the area’s economic recovery –was given the green light in 2020. Our task was to effectively communicate the benefits of this ambitious scheme to the public, while defining the NewcastleGateshead Quays brand.

In a prime location on the banks of the River Tyne, the scheme includes a world-class arena, purpose-built conference exhibition centre, restaurants, a hotel and spacious outdoor leisure and performance space.

Cool Blue were appointed by ASK:Patrizia, Gateshead Council and ASM Global to develop a brand strategy and creative identity.

We developed a strong and dynamic brand strategy to help the developers and the development create positive awareness amongst all key stakeholders. Our messaging was built around both the economic and leisure impact of the development, highlighting the significance of NewcastleGateshead Quays as a major investment in the regeneration of the area, the jobs to be created as a result of the scheme, and the incredible events and hospitality opportunities to come.

By giving local people and future visitors a taste of what’s to come and cementing NewcastleGateshead Quays as the place to be for regeneration, leisure and culture in the North East, we have put the development firmly on the map.



a brand strategy that connected with all key stakeholders

Instantly recognisable

visual identity for the £260m scheme


a brand framework that can scale and adapt flexibly as the scheme progresses


digital, visual and written marketing assets to generate excitement from key audiences and demonstrate the scale of the development

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