Award-winning DS.Emotion appointed to market Bradford City Village

Leeds-based DS.Emotion, the award-winning marketing and placemaking agency, has been appointed to promote Bradford City Village, one of the most significant developments in the city’s recent history.

Bradford Council, in partnership with the ECF and Muse Developments, is developing plans to unlock the potential of the former retail and trading heart of Bradford city centre.

The vision for City Village is the creation of a cohesive new green, healthy and community-friendly city centre neighbourhood of up to 1,000 new homes with three new parks within the heart of the city.

This sustainable neighbourhood will replace the ageing two retail outlets, Oastler Market and the Kirkgate Shopping Centre, transforming the Top of Town area of the city and continuing the regeneration which started with the new Darley Street Market.

James Dinsley, Development Manager of Muse/ECF, commented: “It was clear from the outset that DS.Emotion has the experience and expertise required to deliver authentic and sustainable placemaking. Their proven track record of achieving successful outcomes elsewhere demonstrated a strong understanding of, and clear alignment with, the vision for Bradford City Village.

“Their ability to deliver everything from defining the place proposition through to creating the full suite of marketing tools needed to engage stakeholders and residents highlights the breadth of their skills and resources. We are excited to be working with them to bring the vision for Bradford City Village forward.”

Angus Armitage, co-founder of DS.Emotion, commented: “This is a very significant appointment for us. As a Yorkshire-based company, we are acutely aware of the magnificent history and heritage of a city like Bradford, together with its potential. It is a privilege to be working on such an important project, which will modernise and transform the heart of the city.

“Our role will be to lead the branding, marketing and placemaking for the City Village to ensure that branding of this development reflects the vision of the council, Muse and ECF. Once the branding has been established, we will be creating marketing collateral, including website, presentations for stakeholders and potential residents, advertising campaigns and videos, site graphics and other promotional items.”

The flagship sustainable community at the City Village will include upgraded public realm alongside new cycle lanes and urban spaces, to improve transport links to local amenities and promote the health and wellbeing of residents.

An unprecedented level of investment in Bradford’s transport network is also being coordinated to drive the future success of the city centre, including a new through railway station to improve east-west connectivity and a Mass Transit system that will increase commuter flows between Leeds and Bradford which are already the highest in the UK.

ECF is a specialist in large-scale, area-based regeneration and works in partnership with councils to transform urban areas into thriving, mixed-use communities.