Mid Ulster Council | Brand Strategy, Development & Campaign

MUDC - Live Mid Ulster

Mid Ulster District Council needed to create a new place-led digital platform that would bring together the towns, people, businesses and stories that make up the region.

Your People, Your Place

From the outset, the project needed to do more than simply promote places. It had to create a shared identity that felt inclusive, useful and genuinely connected to the people who live, work and visit there. The ambition was to develop a brand that could support local discovery, encourage footfall, promote local spend and build a stronger sense of civic pride across Mid Ulster.

Industry

Public Service

What we did

Brand & Naming Strategy | Campaign | Social Strategy

Who's behind the magic ✌🏻

Branding Team

The Ignition

We developed the naming strategy for the platform, landing on Live Mid Ulster as a clear, active and people-focused name that could support both destination-led and community-led content. The supporting line, “Your People. Your Place.”, helped frame the platform around local pride, connection and everyday discovery.

From there, we shaped the brand messaging, tone of voice and content structure, building the platform around key content pillars including makers and crafters, business and community, and out-and-about experiences. This gave the brand a flexible framework for showcasing local businesses, events, people and places in a way that felt consistent but never repetitive.

The roll-out brought the identity to life across digital, social and launch campaign assets, supported by photography, video, behind-the-scenes content and a structured social content plan. The creative direction placed real people and local stories at the centre, helping the platform feel authentic, useful and rooted in Mid Ulster life.

The Approach

The Challenge

The challenge was to create a name, identity and campaign system that could represent multiple towns without favouring one over another. Mid Ulster is made up of distinct communities, each with its own character, so the brand needed to feel unified while still allowing local stories to come through.

It also had to work across a wide range of audiences, from residents and independent businesses to visitors, community groups and council stakeholders. The platform needed to feel accessible, positive and practical, while giving people a reason to engage with what was happening across the district.

The Impact

Live Mid Ulster gave the council a clear and ownable platform for promoting local pride, activity and discovery across the district. From naming strategy through to content planning and campaign roll-out, the project created a cohesive identity that could support multiple towns, audiences and stories under one shared brand.

By focusing on real people, local businesses and everyday experiences, the platform helped reposition Mid Ulster as an active, connected and vibrant place to live, visit and explore.

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