Brand identity & placemaking for Barnsley Council
The Place of Possibilities
In Barnsley, it’s time to believe—to shake off the doubters and look to the future with excitement and optimism. Barnsley is a thriving region where hard work and ambition will always be rewarded, and the possibilities are there for anyone to embrace.
Barnsley is defined by a strong sense of community, shared experiences, and pride in the villages and surroundings, with a warm welcome guaranteed in every community. Wide open spaces, a rich industrial heritage, and world-class cultural attractions enhance the quality of life. Did you know that the Barnsley Borough is over 77% designated green belt?
The opportunities for everyone in our welcoming region are greater than they have been for a generation. It’s time to believe in the possibilities of Barnsley.
It’s fair to say that Barnsley has had its fair share of challenges over the past few decades, exacerbated by the decimation of mining in the 1980s. Its charming "flat cap whippet" perception, coupled with icons such as the Barnsley chop, Dickie Bird, a decent football team, and northern grit, are among the first things that spring to mind.
As a Barnsley agency and long-standing preferred supplier to the Council, with a healthy dose of local talent on our team, we were armed with valuable insights into the aspirations of our hometown, indulging in research and digesting council plans.
From the outset, our aim was to dispel all the clichés about the town—out with the flat cap image and dowdy industrial colors, and in with a bright, fresh palette, positive messages, imagery, and compelling stories that resonate with the spirit and people of Barnsley.
Positive stories of ambition, growth, and success told by the real people of Barnsley highlight their aspirations for living and working in the borough and how being based here has helped them along the way. The aim was simple: to help retain the existing population while attracting businesses and new residents to live, work, and enjoy the town.
Four years into the 2030 strategy, the brand has been adopted and embedded into the culture, with all council communications featuring a bright and bold look. Additionally, all marketing collateral produced exhibits a consistency never before seen in Barnsley Council.
