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Belfast One The City Centre Collective

Creating a brand identity for Belfast’s business dynamo

The Challenge

A business improvement district (BID) is a body created and funded by the businesses of a specific area to help them pool their resources and develop coordinated services, projects and special events. The BID for central Belfast, Belfast One, was created in 2015. They needed a brand concept that would unite their interests and broadcast their offering to a wide audience. AV Browne, as their brand consultants, were on hand to create this new identity.

The Approach

Our response was to recognise that the city centre’s driving spirit is its role as Belfast’s dynamo. It is a catalyst for growth, change and innovation and a place to enjoy and aspire to. The Belfast One brand needed to embody this spirit in an original and contemporary way.

Execution

We spoke to the owners and manager of commercial and retail outlets – those who have the biggest stake in Belfast One – to discover their ambitions, needs and aspirations. We wanted to understand how the Belfast One brand could assist them in attracting more customers, build a greater awareness of the district’s potential, and forge a closer working relationship between businesses.

The Results

The Belfast One brand captures the vigour and diversity of Belfast’s heart. A visit to Belfast city centre is different for everyone, and each of us seeks out our favourite places and hidden gems. This brand captures that sense of energy in a single point of purpose.