Your Derby is a brand aiming to reposition Derby as a cultural hotspot in the minds of its younger population, focusing on its central location and links to industry. A campaign highlights the city’s key achievements such as engines, real ale and textiles, and plays on local quirks such as greetings. A digital campaign promotes the city’s creative nature with an interactive and responsive web advert, whilst an animated installation reflects Derby’s key industries – aerospace, breweries, and rail transport – using elements of the brand identity. Further promotional material includes AYUP!, a magazine recognising Derby’s best bits, its history and independent scene.
A festival – 52.N – is ran in conjunction with the launch of Your Derby. It showcases the best of the city’s hidden talents from artists and designers; to street-food vendors; local bands; and industries. Festival-goers receive a zine, map, passport and QR code bundle. The app provides more information and content whilst the passport is required for entry to certain parts of the festival and aims to be a novel way to reinforce identification with Derby, generating pride for the city.