Our Year
Celebrating culture and community in Wakefield
Wakefield district is a diverse mix of towns, cities and rural areas. In 2024 the district is celebrating its culture and community through a year long programme of events.
Much more than a year of culture, the programme is community-first. It’s an opportunity for the district to shout about its world-class attractions alongside the creativity, diversity and pride of its people.
Wakefield Council and their tourism team Experience Wakefield commissioned us to develop a name and brand identity to capture this pride and ambition.
This is Our Year.
Creative approach
The brand has to work in lots of locations and events over the year so simplicity is crucial to ensure it stands out.
Key elements of the brand are a distinctive font and type treatment. Brand colours reference famous exports from the district – Pontefract liquorice and rhubarb from Wakefield’s ‘Rhubarb Triangle’.
Brand messaging
We visited all four corners of the district, speaking to locals everywhere we went. The overwhelming feedback was that the year should represent and be owned by communities across the district and recognise their differences.
‘Our Year’ firmly emphasises ‘Our’ to create headlines that reflect ownership and inclusivity. And it’s adaptable across activity and place: Our Year to Dance/Sing/Shine. Our Backyard/Town/Stage.
“We commissioned Eleven to develop a name and brand for Wakefield’s year-long celebration of culture and creativity. It was a pleasure working with Claire and John who took time to understand our goals and Wakefield as a place. Their work was deeply rooted in Wakefield’s heritage, bringing together themes that resonated with us and our partners.”
Sam Scarpa, Development Manager, Wakefield Council
