CREATIVE AREAS

Branding
Strategy
Type Creation

PERSONAL

A Type of Leeds

A project that aimed to create a brand the city of Leeds' inhabitants felt a sense of ownership for. Created using Kavartizis’s process of place branding; which examines historical city branding processes and forms a model that incorporates the local population opinion and the area as an integral element to ensuring the brands connection with its audience.

This model starts with the intention of the brand, to represent and portray the city in the best and most accurate manner. Stage two examines the local community, internal culture and businesses and how they view and interpret the city, so the brand comes from the people rather than being imposed upon them. The vision is then amended, with these considerations in mind. Progressing from that, the cityscape, infrastructure and opportunities available are examined, and how these are reflected within the branding is taken into consideration. This leads to the final vision and strategy that manifests as the final identity communication.

Ghost Signs

Travelling around Leeds, I photographed, vectorised and categorised the ‘ghost signs’ of Leeds. The visual identity was then 
built from this existing visual landscape, from it’s industrial heart and heritage.

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Colours / Areas

The four sections of the city are each given their own colours so, while they sit within the wider umbrella, they each can feel communal and proud of their area.

Designing in London

© Flynn Shore 2026