The Teesworks Brand

Services

Art Direction, Brand Identity, Brand Story, Design, Naming, Signage, Web Development

Sectors

Local Authority, Property & Placemaking

Rebranding the works that built the world

The Brief

With bold objectives to establish Tees Valley as a globally-competitive, clean growth and inclusive economy, a compelling name and brand was needed to launch and position the regeneration project to attract global investment from companies in the advanced manufacturing and clean energy sectors.

Background

With the masterplan and land acquisition of the former steel works complete, South Tees Development Corporation were moving into the next phase of development. Offering a unique opportunity as the UK’s largest and most connected industrial zone, the site of the former Redcar steel works is a large-scale, multi-purpose industrial zone on the banks of the River Tees in the North East of England.

The Solution

Recognising the need to respect the past while celebrating the future, we also had to balance the challenges of reigniting local pride and ownership alongside creating a brand that would not only translate internationally, but help to locate the site on a global stage. The solution lay in celebrating our roots by leveraging local language and amplifying its industrial heritage while reshaping it for a brighter, more sustainable future.

Rebranding the works that built the world

The Brief

Background

The Brief

The Solution

Local pride and global recognition

After concepting, discussing and dismissing multiple naming directions we realised that the answer was in the past rather than the future. The name had to locate the site for investors globally and yet still unify the local stakeholders. The answer lay in the River Tees an ancient and universal element, visible on any map and running through all our communities. The river gave us a ‘where’ but we needed a ‘what’ — a word to help us describe what happens at the site. We wanted a sense of continuity and familiarity; the ‘works’ is what it has always been called, it’s big, industrial and reassuring. It also has a double meaning, suggesting success, jobs and work for the region. Teesworks is a name that is local, global, industrial, optimistic, familiar and new all at once.

The UK's largest freeport

Showcasing size and scale

From international investors through to local people looking to find job opportunities and project updates; the website needed to cater for a range of users. A simple navigation structure combines with key call to actions, to support user journeys and signpost visitors to dedicated areas. Related key stats and impactful creative help to portray the size and scale of the development — in particular, an interactive map that allows users to visualise the site in context of the local area, engage with key zones and filter points of interest.

Elemental forces

A multi-use site needs a versatile brand if it hopes to talk confidently about industrial heritage, sustainable futures and innovative advanced manufacturing. Above all this is a transformational brand, affecting change not just on the site itself but on the communities surrounding it. To help the brand take on different personalities depending on the subject matter, we developed three energised colourways, each containing transitions of colour to illustrate movement, direction and change.

“We are moving forward as one team on one site with one aim: to deliver the site ready for the investments which will unleash its potential and help transform Tees Valley. With one team comes the need for one identity and brand. We turned to the brilliant Better agency, in Middlesbrough; its director Paul Bell and his team became the brains behind our brand. And we hope Teesworks works for both the international investor, and the welder from Ingleby Barwick.”

Ben Houchen

Tees Valley Mayor

CGI created in collaboration with Pod Newcastle.

“Teesworks is a complex site of international significance that is central to plans to regenerate the region and Better clearly understood the scale and importance of the offer. They worked professionally and efficiently with us and a range of stakeholders to support the brand development, providing valuable suggestions and insight at every stage. The result was a professional, modern and stylish brand identity and supporting material that will have a huge impact on the area’s global marketability.”

Craig Peacock

Group Marketing and Communications Manager, Tees Valley Combined Authority Group