How it all began
Back in 2006, Leicester City Council and Leicester Shire Promotions were working on two independent branding projects: the council wanted to raise awareness of the city's transformation through regeneration, while Leicester Shire Promotions had started to develop ideas for a new brand for the city itself.
It became clear these two projects could be successfully merged, so - in 2007 - work to develop one brand for Leicester got under way.
Gathering views
The first thing we did was to ask people what they felt about the city. Visitors to Leicester, stakeholders in the city and local residents were all interviewed in a series of online, telephone and on-street surveys. The key results were as follows:
- What do you like about Leicester?
- Positively multicultural
- Friendly
- Green space
- Cosmopolitan
- Great socially.
- Why wouldn't you visit?
- No key attractions
- Don't know what's happening
- Have no reason to visit.
While our partners felt confident many negative perceptions would be addressed with the completion of key regeneration projects, such as the £350m Highcross Leicester development, they were keen to use public feedback to help shape the branding project. They were also keen that the perception of Leicester as a progressive, cohesive and confident city was incorporated into the brand.
The development of the brand
The partners were seeking an identity that positioned Leicester as a city that's re-inventing itself. A city with one vision. A city whose people are unified as one. A city with a unique history. A city where global cultures co-exist. A city that's one place where people want to live, work or visit. A city that's number one in the region.
The theme of One Leicester was a recurring one - and so the brand was born.
Why now?
Leicester is enjoying a new surge of confidence. Unprecedented levels of investment are transforming the city - and perceptions of the city will change forever. Now is the time to put Leicester firmly on the map - both nationally and internationally. It's time to celebrate!
One Leicester launched
What happens next?
We started using the brand in 2008 tying this in with the completion of several major regeneration projects including Highcross and Curve (phase 1).
Phase 2 starts in early 2009 and sees our activities going regionally, nationally and internationally.
We and our partners are now calling on everyone with an interest in Leicester to help support our efforts to make One Leicester work for the city.
