The brief was to create a brand that can be used and owned by the people and companies within the square mile – be it Goldman Sachs, a bar, or an individual but not by government or the City itself.
Starting in the City, launch the campaign to bring this concept to life. Build a unique tone of voice to talk about the positive changes that are happening.
And finally, create a global campaign to showcase the City in Hong Kong, New York and other key financial districts around the world.