Love Leeds Road
A place marketing campaign for Bradford Council, led by community engagement and delivered across brand, video, web and ongoing management.
Project Details
Client: Bradford Metropolitan District Council
Sector: Public Sector
Services: Branding, Campaign Design, Place Marketing, Strategy & Research, Web Design, Web Development
Year: 2025 — ongoing
Love Leeds Road is a Bradford Council place marketing campaign for the Leeds Road business community. We led strategy, research and engagement from the outset, then delivered the brand identity, website, video content and ongoing campaign management that brought it to life.
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Impressions across social, web and media coverage
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Local businesses directly engaged in the campaign
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Months of ongoing strategy, content and campaign management since launch
I felt strong enthusiasm for the Love Leeds Road campaign and brand identity. No small feat.”
A campaign people made their own
From that engagement work, we developed the Love Leeds Road brand identity and a content strategy built around video. Working with a freelance videographer, we produced a series of themed videos and individual business profiles, each one the result of direct relationship-building with business owners who needed to trust the campaign before appearing in it.
We also designed and built a simple website for the campaign, featuring a directory of participating businesses connected to an interactive map, making it easy for people to discover what Leeds Road has to offer. Alongside the digital and video content, we designed t-shirts and window stickers carrying the campaign branding. Several businesses adopted these as their own, including one that printed the Love Leeds Road logo directly onto their staff t-shirts. Campaign video content was also shown on the big screen at Darley Street Market, extending its reach beyond the street itself.
We have continued to manage the campaign since launch, producing monthly social media and progress reports for Bradford Council, refining content strategy in response to performance data, and supporting ongoing relationships with local businesses, councillors and partner organisations. Across social media, web traffic, video content and media coverage, the campaign has generated more than 2 million impressions to date.
Built with the street, not just for it
Leeds Road is one of Bradford’s most distinctive commercial streets, home to a long-established and diverse business community. Bradford Council wanted to develop a place marketing campaign to celebrate the street and strengthen its identity, but the starting point had to be the people who actually run businesses there.
We led the strategy and engagement work before any brand identity took shape. That meant direct outreach to local business owners, attending community events and dinners with local stakeholders, and working closely with Bradford Council and community connectors who already had trusted relationships on the street. This wasn’t a campaign designed in a studio and presented to the community. It was built with genuine input from the people it represented.
Not a campaign designed in a studio and presented to the community. One built with genuine input from the people it represented.”
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