Home Marketing & PR Loaf selected as creative partner for £2.5 billion Salford Crescent Regeneration

Loaf selected as creative partner for £2.5 billion Salford Crescent Regeneration

Manchester based Creative agency Loaf has been selected as creative brand partner for the £2.5 billion Salford Crescent and University District Masterplan.

Loaf has already helped the partnership establish the masterplan brand and tone of voice, and are currently working to deliver this across multiple platforms – including website, vision video, outdoor media, social, digital channels and more. This work is essential to supporting the partnership’s key objectives, while enabling the team to develop relationships with key stakeholder groups and audiences, including residents, workers, students and investors.

The 240-acre regeneration programme is a joint venture between Salford City Council, The University of Salford and The English Cities Fund – a strategic joint venture between national urban regenerator, Muse Developments, Legal & General and Homes England. It represents one of the largest development opportunities in the country and is the next key development in the continued successful regeneration taking place across the city.

Dave Mullen, Co-founder and Creative Director at Loaf, said: “We are so proud to be part of bringing this leading regeneration project to life. It’s something we really wanted to be involved in, not only because it ticks every box for us in terms of our brand experience focus, but because of the difference this project will make to so many lives. We’re beyond excited to be involved in a project that is a key component to Salfords development as a leading innovative, sustainable, transformational, multi-use district.”


“The forward-thinking plans and initiatives that the ECF, Council and University are working towards are truly groundbreaking. This is a district of high significance, not just for the people of Salford, but for industry and beyond. Our job is to bring this vision to life, by building on its great history and achievement to lay the foundations for the future of this unique city.”

Carly Jones, brand and marketing manager at The English Cities Fund, said: “Loaf was selected following a rigorous selection process. All the partners have been impressed with Loaf’s ability to craft vision into reality, and we are currently working to deliver a brand that blends both the proud heritage of the city with its aspirations for the future.”

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