BRANDXYZ AND GARDINER RICHARDSON APPOINTED TO CREATE BRAND FOR NORTH EAST’S FUTURE INTEGRATED TRANSPORT NETWORK

The North East Mayoral Strategic Authority has appointed BrandXYZ and Newcastle-based Gardiner Richardson to create the brand for the region’s proposed future integrated transport network.

Purpose-driven brand and communications agency BrandXYZ joined forces with Newcastle-based Gardiner Richardson for the competitive public tender, combining BrandXYZ’s specialist transport-branding expertise with Gardiner Richardson’s award-winning creative development and design expertise, underpinned by its deep regional knowledge.

The team will develop the research, strategy, architecture, visual identity and guidance for a single customer-facing brand ahead of proposed bus franchising, uniting buses, Metro, rail, ferry, walking, wheeling and cycling, working closely with the original designer of ‘The Angel’, Antony Gormley.

The appointment further positions BrandXYZ as the UK’s leading specialist brand agency for public sector bus franchising and integrated transport networks, drawing on Managing Director & Founder Jo Taylor’s leadership of the Greater Manchester Bee Network brand and the agency’s more recent franchising work in West and South Yorkshire.

Gardiner Richardson adds nearly 30 years of local insight working with renowned North East brands including Tyne and Wear Metro, Newcastle International Airport, Grainger Market, Northumbria University, North East Museums, Fresh & Balance and Experience North East England.

BrandXYZ and Gardiner Richardson Agency heads, Jo Taylor and Jen Hallam, previously worked together at Tangerine Communications. Both MDs of successful agencies, they are now joining together again combining complementary strategic, communications, creative, design and regional and transport expertise to deliver one of the biggest transport branding projects in the UK.

Jo Taylor, Founder and Managing Director of BrandXYZ, said: “This is a hugely significant win for us and one the team is incredibly proud of. To play a role in shaping how people experience a transformed transport network across the North East is both a privilege and a big responsibility.”

“We know from our experience on major transport programmes that a brand has an important job to do. It must build trust, create clarity, help people understand what’s changing and why it matters while ultimately driving revenue.”

“This appointment also demonstrates the strength of our super agency model. By partnering with Gardiner Richardson, we’re bringing together specialist transport branding expertise with deep local insight and regional credibility to create a team that’s purpose-built for this project.”

Darren Richardson, Creative Director & Co-founder at Gardiner Richardson, said: “This is a once-in-a-generation opportunity to create a brand that reflects the North East’s proud identity and ambition, while supporting a more connected network.”

“Our experience with brands including Metro and Newcastle Airport, and our knowledge and network within the North East, will inform our approach to this significant project. We’ve admired the work that Jo and BrandXYZ have led in Manchester and Yorkshire on integrated transport networks, and we’re excited to be working together as part of this important journey for the region.”

Huw Lewis, Assistant Director for Communications at the North East Mayoral Strategic Authority, said: “This project will shape how people understand and experience our future integrated network, a central part of North East Mayor Kim McGuinness’ ambition to create world class public transport for residents and visitors.”

“BrandXYZ and Gardiner Richardson combine transport-branding expertise, creative excellence and in-depth regional knowledge to support the next stage of our bus franchising journey.”

Source: Gardiner Richardson

  BrandXYZ, Darren Richardson, Gardiner Richardson, Huw Lewis, Jo taylor