Client story

Bewonder* appointed by Leeds City Council to lead on brand strategy

JLL Consulting’s creative marketing, branding and customer experience agency Bewonder* has led on the development of a brand strategy and identity for a new housing development on behalf of Leeds City Council.


Leeds, UK


New master brand logo and icon for East Leeds Extension

“We are really happy with the content and approach. The brand guidelines and logos have been shared with the developers and through Leeds City Council, and we are looking forward to them coming into use very soon – including the new names!”

Lora Hughes, Regeneration Officer, MRTPI

The East Leeds Extension is a large area of undeveloped land extending over 233 hectares which has been identified for the development of up to 5,000 homes.

Leeds City Council needed a partner to help develop a brand strategy for the East Leeds Extension and then design a brand identity that would help tell the East Leeds story, and establish a coherent and consistent visual style and voice for all communications.

The ambition

To develop an insight-led brand strategy that would help tell the story of the East Leeds Extension to local communities, stakeholders and prospective developers and inform the brand identity and positioning.

To design an overarching brand identity that would capture the vision and values of the scheme, bringing together the four key housing and infrastructure phases, and set a clear visual style and tone of voice for all marketing and communications touchpoints.

How we achieved it

Our strategic process began with a discovery phase in the form of a series of one-to-one interviews with key audiences including councillors, housing developers, community groups and residents.

This, alongside further insight from a brand workshop with the same stakeholder groups then helped inform our brand strategy development and brand identity design, culminating in a master brand logo for East Leeds Extension, brand guidelines and strapline.

Key results
  • New master brand logo and icon for East Leeds Extension
  • New brand strapline: A Growing Community
  • New brand guidelines
  • New brand names for each of the four development phases

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