The Evolution of Our Unique
City Region Brand Story


Capturing the essence of the Liverpool City Region


A decade on from Capital of Culture 2008, Liverpool has become a unique, compelling and transformed city. It’s where we call home.

Following a competitive pitch we were ecstatic to have been selected to work on a project which would define Liverpool City Region’s DNA through a new ‘brand narrative’ – a strategic storytelling piece which could be adopted by people and businesses in the region to enthuse people inside and outside.


Liverpool has been through a dramatic period of change during the last decade and it is crucial that the city’s brand communications are in line with the exciting place it has become.


Julia Bradley, Peel Ports

The ambition with the narrative is to offer growth, prosperity and wellbeing to all, whilst creating an economically successful and sustainable city region. The current brand didn’t feel right, and so Marketing Liverpool needed an agency that understood the region and had a passion to see it thrive. This passion combined with the recent appointment of non-exec director Jon Humphreys meant that Black & Ginger was perfect for the project.

We have created a compelling story told in nine chapters through extensive perception testing and research as well as meetings with key stakeholders including Peel Ports, Unilever, KQ Liverpool, Marketing Liverpool, the LEP, Liverpool City Region Combined Authority and Professor Michael Parkinson.



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