Peel Holdings tasks Uniform with development of Wirral Waters scheme

Peel Holdings has appointed Uniform as the brand agency on its £4.5 billion Wirral Waters development.

The scheme, which is the largest regeneration project in the UK by floorspace, is focused on the semi-derelict 500 acre Birkenhead and Wallasey dock opposite Liverpool city centre. The project includes a mix of office, residential, educational, cultural and leisure spaces, and aims to create 20,000 jobs over the 30 year development.

Uniform has been appointed to develop a place brand and identity programme, which will be initiated with a period of research including ethnography, community engagement and one to one interviews and workshops with key stakeholders.

Richard Mawdsley, project director on Wirral Waters has commented on the selection of Uniform for the development: “We spoke to a number of agencies in London, Manchester and Liverpool - it was imperative that we appointed the right agency for this important element of the Wirral Waters project. Uniform proved conclusively that they understand the scale of what we are looking to achieve, the way we are looking to deliver and the need for Wirral Waters to cut across all sectors and scales. It was a difficult brief.”

Nick Howe, managing director at Uniform also said: “Peel are true visionaries. They think big, and have a reputation for making things happen. This is THE key UK regeneration development to be involved in. From a branding perspective, we believe this is about getting to a unique proposition, which aligns the rich pioneering history and ambitious destiny of Wirral Waters. This will be our ultimate goal.”