Reinvigorating Hull with a creative branding project as it launches City of Culture 2017 programme

22 September 2016 / Nicola Carey

Today, Hull UK City of Culture 2017 reveals the first season of its new programme of diverse and high profile events and projects to support its transformational year of culture in 2017. In preparation for its year as UK City of Culture, a key part of the Hull story, we have been responsible for bringing Hull’s cultural ambition to life through the creative communications, developing the brand universe and assets for the Hull community to harness and own.

The latest stage in the Hull 2017 campaign is designed to building momentum as Hull heads into a year of fantastic cultural events and experiences. Collaboratively, we have worked with the Hull City of culture team, taking a different approach to marketing, using big, bold and brave messaging throughout all marketing communications to portray the city’s cheeky persona which research with local Hull residents revealed during the initial branding phase. The creative spans outdoor, press and cinema advertising.  

In addition to this, we’ve been involved with corporate partners to support individual campaigns, allowing integrated messaging to be carried through volunteering and other partner activity.


Phil Batty, Director of Marketing, Communities & Legacy at Hull UK City of Culture, said: “Hull is often overlooked, but there is more to it than meets the eye, and we want the UK and wider world to take notice. Hull City of Culture 2017 presents us with the perfect opportunity to celebrate the cultural delights of the city. Bringing Jaywing on board to devise and execute the creative has enabled us to communicate our overall ambition for the year, to get people enthused about what will be a fantastic 365 days of cultural events."

Today’s launch is all about unleashing the potential of the Hull City of Culture 2017 brand alongside an innovative and inspiring creative programme. We’re really excited to be taking this next step following the brand identity reveal last year, to a full brand experience that is designed to invigorate a whole city. Using Jaywing’s brand activation expertise, the project uncovers the many cultural highlights that Hull has to offer and celebrates the essence of this unique place.


The programme launches on 22nd September 2016 and Jaywing’s partnership with Hull City of Culture will continue throughout 2017.