Uniform to brand £4.5bn Wirral Waters development

Liverpool-based consultancy Uniform is working on the branding of £4.5bn mixed-use development Wirral Waters, in Merseyside.

Cultural Probe Pack, developed by Uniform for brand research
Cultural Probe Pack, developed by Uniform for brand research

The development, by Peel Holdings, will see the 500-acre, semi-derelict Birkenhead and Wallasey dock, opposite Liverpool city centre, converted into mixed development of offices, residential, education and cultural buildings.

It will be built in a series of staged developments over the next 30 years.

Uniform has been tasked by Peel to develop an umbrella identity for the development. Uniform design director Tim Sharp says, ‘We’ve taken a place-branding approach, the development will be a city in its own right.’

The consultancy has undertaken a research stage (including this Cultural Probe Pack, distributed to local schoolchildren) and has presented positioning to Peel Holdings. The identity is set to launch later this year.

Sharp says it is likely that the Wirral Waters name will remain, and that the positioning is being built around a central point of ‘history plus destiny’.

He adds, ‘We need to develop a living brand that will stretch, as what the development looks like later this year when the brand launches might be totally different from how it will look in 10 years time.’

Uniform managing director Nick Howe says, ‘From a branding perspective, we believe this is about getting to a unique proposition, which aligns the rich pioneering history and ambitious destiny of Wirral Waters.’

The first Wirral Waters development to go live will be the £200 million Peel International Trade Centre. Work will begin on this project early next year.

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