Chester Unveils Ambitious City Branding Initiative Inviting Public Input
A coalition of Chester’s leading institutions has launched a comprehensive project to develop a unified city brand and is looking for input from residents, businesses, students, and workers to help define Chester’s future identity.
This week marks the launch of a city-wide survey designed to capture public perceptions of Chester, its unique qualities, and aspirations for its development. Participants who complete the survey by Friday 12th June will be entered into a prize draw offering gift vouchers and tickets to Chester’s premier attractions valued at over £400.
The initiative is a collaborative effort involving Chester BID, Chester Cathedral, the University of Chester, Chester Zoo, Chester Racecourse, Grosvenor, Storyhouse, and Cheshire West and Chester Council. Together, these organisations are funding and supporting the creation of Chester’s inaugural place brand.
Despite Chester’s notable historical heritage, vibrant visitor economy, and expanding cultural and commercial landscape, city leaders contend that the city has yet to clearly communicate its contemporary identity and ambitions on a national or international stage.
The project aims to establish a confident, enduring platform to promote Chester, attracting investment, employment, businesses, talent, students, and tourists, while fostering local pride and confidence.
Following a competitive national selection process, Lantern, a specialist place branding agency, has been appointed to lead the development. Over the coming months, Lantern will engage with a broad range of stakeholders including residents, businesses, students, and organisations, alongside analysing research and public sentiment to craft a compelling narrative for Chester’s future.
The resulting place brand will influence how Chester presents itself and promotes investment, tourism, culture, and opportunities in the years ahead.
Bense Burnett, Chair of the Chester One City Plan Experience Group, emphasised the project’s scope: “This is about far more than a logo or marketing campaign. It’s about helping Chester tell a clearer, more confident story about its future.” He added, “What’s most encouraging is the level of collaboration behind this work, with major organisations across the city coming together around a shared ambition to strengthen Chester’s appeal for residents, businesses, students and visitors alike. Most importantly, we want the city itself to help shape that future story.”
Kathy McArdle, Executive Director of Place and Growth at Cheshire West and Chester Council, highlighted the economic focus: “At its heart, the project is about supporting economic growth and creating a stronger platform for Chester’s future success. A more compelling and consistent city identity will help attract new businesses, investment and talent while supporting existing employers and organisations. Ultimately that means more jobs and opportunities for people across Chester and Cheshire West, and more investment in our great city.”
Lantern’s Founder and Director, Ryan MacRae-Tym, described Chester as “one of the most distinctive cities we’ve been asked to work with,” noting, “There is something genuinely special here, in its history, its institutions and its ambition. Our job is not to invent a new story, but to uncover and articulate the story that already exists and give it the clarity, confidence and focus it deserves. Before we say anything, we want to listen.”
The new place brand is scheduled for launch later this year, accompanied by a city-wide activation programme.
Public Participation and Prize Draw
Residents, businesses, students, and workers are urged to complete the survey by Friday 12 June at chesterplacesurvey.typeform.com/respond. Those who participate will be entered into a draw to win:
- £100 Chester Gift Card
- Four tickets to open air theatre at Storyhouse in the Park this summer (subject to availability)
- Four tickets to Chester Zoo
- Four tickets to Chester Racecourse Midsummer Meeting on 25 July
