Stoke-on-Trent Staffordshire, place branding

Graven created a destination brand for Stoke-on-Trent Staffordshire in collaboration with Spreng Thomson. We were commissioned by North Staffordshire Regeneration Partnership to work on the branding and communications with the organisation and its stakeholders, including City of Stoke-on-Trent Council, Newcastle-under-Lyme Borough Council, Staffordshire Moorlands District Council and a consortium of public and private sector organisations, to create a destination brand for the North Staffordshire area.

We consulted with over 80 local businesses and organisations and created a brand that levers the area’s unrivalled credentials including its world-leading luxury brands, successful creative industries, two highly-rated universities, an abundance of outdoor space, beautiful villages, spectacular gardens and the dramatic Staffordshire Peak District.

Stoke-on-Trent is now recognised as the World Capital of Ceramics while its design capabilities, attractive development opportunities, central location and commitment to sustainability make the area an astute choice for leading-edge businesses. As as part of the brand implementation, a series of 92 banners were erected along the major Potteries Way thoroughfare. Banners feature images of some of the city’s 350 ceramics-based companies including world famous names such as Wedgwood, Dudson, Caverswall and Steelite International.

The guidelines we produced were flexible and were implemented in stages to respond to the changing needs of this 30-year project to regenerate the area.