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“Obsessed as we have been in Leeds with mimicking the success of other ‘great’ northern cities, we seem to have lost our way in ensuring that the city develops in keeping with its unique geography, culture ans architecture, and it is this which perhaps defines our current dilemma.

..

Can we transcend the ‘meaningful cities shopping list approach’ and concentrate  instead on ensuring that Leeds develops in its own unique way?”

Jonathan Morgan, “City Living: is Leeds really missing out?”

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Leeds. Live it. Love it. Brand it

Leeds. Live it. Love it. Brand it

This morning we had a little chat with Mike Sheedy, teacher at MA Advertising and Design and deputy head of School of design. He, with others, is now working on the brand identity of the school of design of Leeds. The aim is to transmit the richness of this school that have so many souls inside: music, graphic, performance, visual, art, textile… People here should be proud of this variety and diversity, that it’s a kind of unique situation among others english uni.

He also gave us some useful tips about Leeds:

  •  It’s one of the biggest city in England, but it concentrates in a small territory.
  • 70s – 80s. There weren’t so good time here, the industrial Leeds was declining..
  • early 90s the city Council decide to improve the ex-industrial area and relaunched Leeds as a new business city, so they encouraged people to build in the waterfront area, to start creative companies and new businesses. They highlighted the stategic location of the city, placed in the middle of England and that it’s area is not so big, it’s a kind of “condensed city”.
    And it worked!
    It really worked, also in the 2007 recession (think about the Trinity Leeds!)
  • 2005. Leeds. Live it. Love it. Marketing Campaign on air! (the official website doesn’t work now)

…and now? Is it still working? Which is the evaluation of the campaign?

And today which are the needs of the city?