Regional placebrands are famously ‘safe’ – highly conventional and typically tied to council brands. We saw an opportunity to disrupt this norm by creating a standalone placebrand that the local community could embrace and co-create. The starting point was the new brandmark and visual identity – creating something that embodied the transformational potential and innovative power of a region moving towards a future full of optimism and opportunity. We captured this through the unique L-shaped arrow device, which set the foundations for a contemporary, forward-thinking visual identity and brand hierarchy to encompass the placebrand’s Live, Work, Visit, and Invest pillars. The first expression of this new platform came in the form of a Visit campaign. The campaign’s Come Together platform invites people to experience the region through a unifying, transformational lens: it’s not just about watching the transformation taking place in the region, but being transformed alongside it.