Once famous for its brilliant manufacturing and culture of industry, the city of Sheffield wanted to reinvent itself as a thriving, cultured, cutting-edge digital business center. Story was commissioned to reposition and rebrand the city, and bring back the crowds.

With a brief to get Sheffield back on the radar, Story undertook a series of strategic Workshops with a cross-section of the city’s business, cultural and political leaders. What emerged were a series of authentic ‘Sheffield stories’ that informed a deep reinvention of the city’s public image, including its visual identity, tone of voice and how it could speak to the world with a powerful, consistent and unified promise.

Inspired by a popular museum exhibition, “Wednesday Night Live” was created to throw open Sheffield’s city center to late-night leisure and entertainment. The campaign and series of events resulted in a massive uplift for local retailers, attracting tourists and reinvigorating the city's nightlife. It also provided a huge measurable return off a relatively targeted campaign, including print and outdoor, cultural events, PR and personal outreach.