We Invented the Weekend

Brand strategy and values for what is now the largest free festival in Greater Manchester.

Whilst MediaCity is a very successful regeneration project by many metrics, it’s spaces and activities were often felt to be incongruous with its surrounding environment in Salford.

Having worked with Landsec on a place brand refresh for MediaCity and a subsequent COVID place activation at Salford docks, we were tasked with conceiving a new placemaking festival for the space which would involve surrounding communities, bring footfall beyond daily commuters and demonstrate that the true strengths of this new place went beyond the shiny buildings that the public associated it with.

The brand strategy is built on a local place story with strong values that guide its annual programming and have resulted in recurring funding and attracting almost 120,000 visitors over one weekend in June 2026.