Kingston upon Hull is bringing in an identity and strapline to improve the city’s poor or non-existent image and encourage inward investment.
Wolff Olins is working with public and private sector partnership CityVision to define Hull’s qualities.
Despite 37m of redevelopment cash from the Government’s Single Regeneration Budget Fund, Hull is still seen as dull.
“It’s all about image and changing perceptions of Hull [which has] an incredible heritage”, says a city council spokesman.
Wolff Olins is presenting its ideas for a central concept and slogan today.
Wolff Olins senior designers Robbie Laughton, Paul Townsin and Lee Coomber have all been promoted to creative directors, in preparation for the imminent management buyout of the consultancy.