Brand Design, Strategy, Digital Design, Campaign
Our task was to refresh and reposition the overall Breeze brand to a paid offering and engage a teenager target audience with a new digital membership offer and a programme of events for the young people of Leeds.
Having just launched Summer 2021 with covid restrictions in place statistics are still to be confirmed. However the launch with the new branding included six sold out summer events and seven 90% sold out events, a success for the brand who had not hosted a summer event since 2019.
Sold out summer launch events
"The whole process was really inspiring and thought provoking, making the team question what, how and why we deliver. Not only have they created a brilliant brand for Breeze that fits purpose, but they have also helped inspire and reinvigorate our team, breathing new life into Breeze and everything we do."
Rosie Heard, Communications Manager, Breeze Leeds City Council
For the past 20 years, Breeze has offered activities, events and discounts to 0-19 year-olds across Leeds. Breeze needed a refresh of its brand identity and strategic positioning in order to regain relevance and resonate with the next generation of Loiners.
With a multi-faceted audience of not only toddlers, kids and teens but also parents and tourists, the rebrand had to appeal to and be understood by a broad and diverse audience.
To really understand the brand's offering and uncover their internal ambition, we immersed ourselves into the Breeze’s world through team workshops and customer insight sessions with Leeds Youth Council.
We dug deep into all aspects of the business from offerings, partner relations and consumer motivations. It became clear that we needed to build a brand that captured what really mattered to customers; the freedom and self discovery accessing the city gave them.
“We pride ourselves on celebrating young talent so winning the pitch to work with a youth-focused brand all whilst getting to champion our home-town of Leeds really was a gift.”
We began by defining a purposeful brand soul; Freedom’s a Breeze. Freedom speaks directly to the desire for kids to be free from their parents ‘reins’ and limitations. Freedom gives them the power or right to act, speak, or think as one wants; the freedom to express and be oneself, to find who they are.
“KISS Branding really delved deep into understanding the purpose and meaning behind Breeze and helped us find our brand ‘soul’.”
Sticking to our eponymous mantra: ‘Keep It Simple Stupid’, we landed on the concept of ‘Freedom’s a Breeze’ as a core brand idea. This idea informed every aspect of the brand, including giving purpose to the brand name. Breeze makes finding activities and discounts in Leeds ‘easy breezy’ so it was important that our new brand embody this sense of simplicity and contentment.”
Visually and verbally, the identity amplifies the brand strategy by taking inspiration from the movement of a breeze. The swooping logo and typography capture the ease of momentum and celebrate all the activities, interests and passions that today’s youth get caught up in.
Partnering with illustrator Veronica Kiriyenko, we developed a suite of illustrations to add empowerment and aspiration to the brand. They help the brand speak to youngsters about being excited and proud of doing the things they love doing.
“The playful yet refined colour palette along with contemporary, inclusive illustrations come together to create a brand worthy of the Breeze offering - a world away from the typical ‘City Council’ identity they had previously.”
Accompanying the revitalised look-and-feel KISS created an extensive suite of brand assets including custom stickers (illustrated in-house by KISS) for the Breeze team to use across their social channels and future comms campaigns; future-proofing with council budget constraints in mind.
We equipped the Breeze team with assets for all interactions of the brand, from how the brand works across the app, website and social, to print and poster campaigns across the city. The Breeze brand seamlessly adapts to all the offerings they deliver making for an effective and easy-to-use brand.
“The whole process was really inspiring and thought provoking, making the team question what, how and why we deliver. Not only have they created a brilliant brand for Breeze that fits purpose, but they have also helped inspire and reinvigorate our team, breathing new life into Breeze and everything we do.”
“With the new brand launched we’re thrilled to have helped Breeze reposition itself for the next decade to come and see the next generation rediscover the excitement that Leeds has to offer.”
Thank you to Rosie, Jason and the rest of the Breeze team who are and have been doing wonderful things for the young generations of Leeds.