A city-wide engagement process using a combination of workshops, one-to-ones, schools outreach, public access points and a digital survey. Having such a robust evidence base from which to develop the brand meant that developing both political and public buy-in was a straightforward process, allowing HemingwayDesign to develop a brand that truly spoke from the heart of York’s residents and focused on their vision for the future of the city.
As part of the deliverable for this project, we introduced a methodology known as a ‘brand filter’. This is a way of structuring the place narrative that turns it into a usable tool for decision making in practice. The concept is that when any activity is proposed, it is run through the ‘filter’ to be measured against each of the core values, in order to determine to what extent that activity communicates the place narrative.
6,000 responses to our survey, vast majority from residents
York has subsequently announced (January 2020) that it intends to become the UK’s first car-free city centre, ending all ‘non-essential’ vehicle journeys inside the ancient city walls within three years.
Information for all partners to use and embed in their marketing and communications
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