York

Working with HemingwayDesign, CTConsults partnered with 28 organisations across York to develop a new place brand for a city whose international reputation was largely defined by its heritage tourism offer. The ambition was to create a shared narrative that reflected the city's contemporary strengths while building on, rather than replacing, its historic identity.

An extensive engagement programme captured the views of around 6,000 residents, businesses, organisations and stakeholders, creating a robust evidence base that secured political and public support for a new vision of York. The resulting narrative celebrated a city defined not only by its heritage, but also by innovation, creativity, education and enterprise.

Central to the project was the creation of the Brand Filter: a practical decision-making framework that enables organisations to test plans, policies and investment against York's shared identity. Since its launch, the filter has informed major initiatives including the York Central masterplan, the University of York's A University for Public Good strategy, securing Active Travel England's HQ, the city's UNESCO Creative City of Media Arts programme, and ambitions to become the UK's first Dark Skies City. The shared vision has helped align investment, regeneration and policy, contributing to York's growing reputation as one of the UK's happiest, most sustainable and forward-looking cities.