What Is Love Leeds Road? Behind the Campaign
Love Leeds Road began with a simple ambition: to create a campaign that genuinely reflects one of Bradford’s most distinctive and culturally important areas. Leeds Road is a place full of energy and entrepreneurial spirit, shaped by generations of families, businesses and communities who have built a corridor unlike anywhere else in the city. Our goal from the very beginning has been to amplify those voices and present Leeds Road as the vibrant, diverse destination it truly is.
Before the campaign launched, the team carried out extensive research and engagement with local businesses. Dozens of conversations, surveys and workshops helped us understand what business owners felt proud of, what challenges they faced and what they wanted the wider public to know about Leeds Road. This insight shaped every stage of the campaign. The brand identity, the tone of the messaging and the themes in the videos were all developed in collaboration with the people who know the street best.
We tested multiple brand concepts with business owners, gathering feedback and refining the direction until we arrived at a shared identity. The preferred concept was chosen because it felt authentic, optimistic and true to the character of the area. It reflected Leeds Road’s energy without stereotyping it, and it allowed space to tell stories from across the whole corridor. This co-design approach ensured that the final brand did not feel imposed, but instead emerged from the views and experiences of the community itself.
The creation of the campaign also involved building a local team. A Bradford-based content coordinator and videographer joined the project so the stories captured would come from people who already understand the area’s culture and rhythms. Working with local partners such as LeedsPlus and businesses across the corridor has strengthened this sense of ownership and rooted the campaign firmly within the community.
Our explainer video introduces this approach and highlights the thinking behind Love Leeds Road. It outlines why this campaign exists: to build pride, strengthen connections and showcase the everyday stories that make this part of Bradford unique. The film gives an overview of how the campaign works, how businesses can get involved and why their involvement is crucial. The focus is on partnership, collaboration and shared representation rather than one-sided promotion.
Love Leeds Road is designed to unfold over time. It is not a short-term push but a sustained effort to capture the vibrancy, diversity and creativity of the corridor. As the campaign grows, so will the number of businesses represented, the range of stories told and the digital presence that supports them. The website, directory and growing library of videos will form a long-term platform for highlighting Leeds Road’s strengths and attracting new visitors.
This campaign exists because Leeds Road deserves recognition for what it already is: a thriving, multicultural street built by hardworking people with deep pride in their craft and community. Love Leeds Road gives that story a platform. It brings together past, present and future, celebrating everything that makes this area an important part of Bradford’s identity.
With every video, story and update, we hope to show more of what Leeds Road has to offer. The explainer film is the next step in that journey, inviting viewers to learn about the campaign and understand the collaborative process behind it. Love Leeds Road will continue to grow with the businesses and communities that shape it, and we look forward to sharing much more in the months ahead.
