Chester launches bold new city brand project — and wants residents to help shape its future story

A major partnership of Chester’s leading organisations has come together in an ambitious new project to help define how the city presents itself to the world – and they are calling on residents, businesses, workers and students to help shape Chester’s future story.

A new city-wide survey has launched today, giving people the chance to share their views on Chester, what makes it special, and what its future should look like. Everyone who completes the survey before Friday 12 June will be entered into a prize draw to win a bundle of gift vouchers and tickets to the Chester’s top attractions worth over £400.

The project brings together, Chester BID, Chester Cathedral, the University of Chester, Chester Zoo, Chester Racecourse, Grosvenor, Storyhouse and Cheshire West and Chester Council, all contributing funding and support towards creating Chester’s first unified place brand.

Despite Chester’s rich history, strong visitor economy and growing cultural and business offer, city leaders believe Chester has never fully articulated its modern identity or future ambition clearly enough, nationally or internationally.

The aim is to develop a bold, confident and long-term platform for Chester that helps attract investment, jobs, businesses, talent, students and visitors, while strengthening pride and belief in the city itself.

Following a competitive national process, specialist place branding agency Lantern has been appointed to lead the work.

Lantern will spend the coming months speaking with residents, businesses, students and organisations across the city, alongside analysing research and public perception, to help define a clear and compelling future story for Chester.

The new place brand will shape everything from how Chester describes and presents itself to how it promotes investment, tourism, culture and opportunity in the years ahead.

Bense Burnett, Chair of the Chester One City Plan Experience Group, said:

“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.

“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 Chester West and Chester Council, said:

“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.”

Ryan MacRae-Tym, Founder and Director at Lantern, said:

“Chester is one of the most distinctive cities we’ve been asked to work with. 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 expected to launch later this year, alongside a wider activation programme across the city.

Chester Place Perception Survey

Have your say

Residents, businesses, students and workers are encouraged to complete the survey before Friday 12 June at:

Entrants will go into a prize draw to win:

· £100 Chester Gift Card

· 4 tickets to see open air theatre at Storyhouse in the Park this summer, subject to availability

· 4 tickets to Chester Zoo

· 4 tickets to Chester Racecourse Midsummer Meeting on 25th July

All responses are anonymous.