Sheffield BID

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'Less Rush More Hours' Poster on a building in the middle of Sheffield City Centre

Changing the attitudes of a stubborn city

Sheffield’s a thriving place, we should know. But the public were heading home after work. Bad news for city centre businesses. Our research, and subsequent brand identity and behaviour change campaign, fixed that.

Less Rush More Hours branded graphic design by Born + Raised, part of the Alive After Five campaign for Sheffield BID.

Uncovering home truths

We were the perfect partner to help Sheffield BID unpick the problem, and change the behaviour of an entire city.

Our research highlighted a sense of autopilot in the general public. Finish work. Go home. Go back out. Classic ingrained behaviour. We quickly realised the key to success was removing barriers and information about the city centre’s early evening offering was the perfect place to start changing perceptions and behaviours.

A visual of a laptop displaying a website design for the Alive After Five campaign for Sheffield BID by creative agency Born + Raised.

Capturing the authentic spirit of a city

The Alive After Five brand was designed to capture the authentic spirit of the city and its people. The circle graphics were linocut to introduce the element of craft, something that Sheffielders know all about. It also meant that no two pieces of communication were the same. A nod to the individuality of the city and its inhabitants.

The tone of the brand was created to reflect the city and the people who dwell in it. It’s down to earth, has a sly wit and more than its fair share of cheekiness.

For launch, a high level of visibility in the city centre was a must, so we concentrated our efforts on city centre outdoor advertising. Social media played a huge part in the campaign, driving engagement and delivering information about all of the great things going on in the city.

'It's not home time it's own time' poster design by Born + Raised, part of the Alive After Five campaign for Sheffield BID.
Alive after five 96 sheet billboard created as part of the campaign by Born + Raised for Sheffield BID 'Stay in eat out' flyer design by Born + Raised, part of the Alive After Five campaign for Sheffield BID.

Early evenings early days

A successful launch is just the start of this partnership. We’re working with Sheffield BID, retailers and the public to further develop the city centre’s early evening offering and people’s relationship with it.

'Carpe chuffin' diem' branded bag, part of the Alive After Five campaign by Born + Raised for Sheffield BID
'Grab crimbo by the baubles' press advert design by Born + Raised, part of the Alive After Five campaign for Sheffield BID. Alive after five brand graphic created as part of the campaign by Born + Raised for Sheffield BID

Campaign effectiveness - first year

  • 21m Combined audience reach
  • £268k In-kind support leveraged
  • 63% Awareness amongst young professionals
  • 30% Campaign influenced behavioural change amongst young professionals
  • 7.6% Increase in footfall
  • 353 Businesses involved