Purpose-driven brand and communications agency BrandXYZ has been appointed by the North East Combined Authority to support the development of its brand transition programme ahead of the region’s proposed move to bus franchising.
The appointment will see BrandXYZ working closely with the combined authority to understand the maturity of the North East CA’s current brand and marketing programme around public transport, identify gaps, and create a clear process map to guide delivery through to Day 1 of a potential franchise.
This latest win follows BrandXYZ’s work with the West Yorkshire Combined Authority, where the agency supported the development of the brand delivery strategy, internal/external comms plans, customer principles, and a full resource and capability map for the brand, marketing and engagement team. It also builds on the agency’s high-profile experience in launching Greater Manchester’s Bee Network through founder Jo Taylor, former brand chief at Transport for Greater Manchester.
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The North East CA appointment comes on the back of another new client win for BrandXYZ, national facilities management company Thermatic, underlining the agency’s momentum and growing reputation for delivering impactful, cross-sector, purpose-driven brand, PR and marketing programmes.
Jo Taylor, founder and director at BrandXYZ said: “The North East’s move to bus franchising is a once-in-a-generation opportunity for the region to create a brand that connects with customers, communities and stakeholders. Having supported both Greater Manchester and West Yorkshire on their journeys, we’re very proud to be bringing that experience to the North East and help shape a transition that is authentic, engaging and built to last.”
Huw Lewis, assistant director of communications, North East Combined Authority, added: “BrandXYZ brings a proven and unique track record in supporting transport authorities through complex brand transitions. They understand both the strategic and practical challenges of franchising and working within local authority and public sector environments. We’re confident their expertise will help us deliver a brand programme that resonates with the people of the North East.”
BrandXYZ is a micro agency specialising in brand, marketing, PR, and communications for purpose-led brands. Founded by seasoned brand and marketing expert Jo Taylor, the agency combines agility and the expertise of a full-service team in a ‘super agency’ model.
