Our Work

The Works

and

Sunderland BID


Sunderland Business Improvement District (Sunderland BID) was created in 2014 to revitalise and regenerate Sunderland city centre. We’ve worked with the BID for a number of years on city-wide events including Christmas, Summer in the City and their renewal campaigns.

Another step forward

We worked with BID to develop their brand identity back in 2017, but with the 2023 renewal period looming, they decided that it was time to take this a step further.

After operating in Sunderland for 9 years, Sunderland BID was ready to reposition itself as an established, confident and valuable addition to the city with lots to offer. We worked on developing everything from a new assured tone-of-voice to a dynamic and recognisable visual style to attract both B2B and B2C consumers alike, all wrapped up in three priorities: City Pride, City Voice and City Promotion. We want to make sure that everyone in the city, from the businesses to the residents, understands just how much value the BID bring.

Bringing it to life

We developed everything from fundamental changes to the brand identity and an updated brand guidelines document, to a 30-page business plan, OOH and printed materials such as banners and flags.

It's all happening!

We support BID with creative all year round for all of their tactical key events including their Easter and Summer programmes, Fear on the Wear Halloween programme, Ha’way in a Manger Christmas programme, Food and Drink festivals and Restaurant Week through outdoor, digital media platforms and print. These are all tied together through a strategic message and hashtag of #HappeningInSunderland: something which consumers and residents can apply to social posts when they have attended a BID event.

A gift of a campaign

In late 2023 we also updated the creative and messaging for the Sunderland Gift Card, which was made up of simple and minimalistic ads featuring short, witty copy. The creative was used across OOH, digital and social media, press ads and print.

  • I have worked with the team at The Works for over 12 years now. They had to work really hard to get our business and have continued to do that over the years. So much so they have become our most trusted partner. We use them as an extension of our internal team and have done for as long as I can remember. It’s far more than a client / agency relationship - it’s a true partnership."

    Sharon Appleby, Head of Business Operations

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