Creative, Digital, Video & Animation

A new online home for our city.

Conference Leeds, Visit Leeds

After working with Leeds’ conferencing bureau, Conference Leeds, on PR and SEO for several years, we were well placed to take on the task of totally reshaping the organisation’s online presence. What’s more, responsibility for the city’s tourism department was added to the brief. So, after a competitive tender, we began to think about how best to show off our city and all it has to offer.

For Conference Leeds, an entire new direction was needed. A fresh mission, building on existing activity and messaging - an evolution from ‘Expect the Unexpected’. The chosen direction drew together everything a conference organiser should come across when choosing Leeds, interacting with the Conference Leeds team, and enjoying our city: ‘Experience Exceptional’.

With that strapline in place, we developed a visual identity that showcased beautiful hero imagery of our skyline, venues, iconic landmarks and people, mixing the everyday with the exceptional. Alongside bespoke imagery, we introduced a bright new colour palette, and impactful typography. Visit Leeds required less of a reboot, but the same imagery and style carried across both, acting as a unifier.

Developing both websites presented a few challenges, not least integrating various listings and services like the Leeds Inspired API, Gratis, and Conference Directory, plus a CMS accessible to the team and stakeholders. A bespoke theme, using WordPress, was paired with simple, intuitive workflows to keep the content current. Meanwhile, we crafted an SEO strategy fit for the relaunch, with analytics and reporting fit for the future.

The final product was presented, alongside the Conference Leeds team, to a group of key city stakeholders, answering questions and providing reassurance that our city’s online presence was ready to help promote their own venues and interests. A successful result, and a pair of websites Leeds can be proud of.