Plymouth is set to embark on an ambitious rebranding initiative as the city seeks to strengthen its identity as “Britain’s Ocean City” and broaden its appeal to new audiences. The city has appointed London-based creative studio DNCO and economic consultants PRD to lead a comprehensive perception research programme. The initiative aims to understand how Plymouth is perceived externally and reshape its public image to attract residents, workers, and students to the coastal city.
Since adopting the “Britain’s Ocean City” brand in 2013, Plymouth has seen a surge in interest both domestically and internationally. Over the past decade, visitor numbers have increased by 25%, reflecting the city’s growing reputation as a vibrant maritime destination. With this new initiative, Plymouth aims to build on this momentum and position itself as an attractive place to live, work, and study, particularly as it seeks to fill an estimated 5,000 new jobs in key industries over the next five years.
A Strategic Refresh for a Growing City
DNCO, known for its expertise in culture and place branding, has been tasked with refreshing Plymouth’s brand and narrative. Richard Stevens, Chairman of Destination Plymouth and the Plymouth Growth Board, announced the partnership, expressing enthusiasm for DNCO’s collaborative approach. “Their passion and desire to work with us shone through, and we are excited to start working with them to redefine our Britain Ocean’s City story,” Stevens said.
The rebranding effort will play a crucial role in supporting Plymouth’s emerging Local Economic Strategy, which highlights the city’s potential for growth. Key sectors identified for expansion include marine, manufacturing, defence, offshore wind, healthcare, and digital technologies. “It’s vital that we showcase the opportunities the city offers and portray the outstanding quality of life here to their full potential,” Stevens added. The refreshed brand aims to amplify Plymouth’s positive perceptions and reach new audiences as the city evolves.
Community Engagement and Visionary Leadership
Deputy Leader of Plymouth City Council, Jemima Laing, voiced her anticipation for the insights this research will deliver. “I’m really intrigued to see what insights this work will deliver and how we can use it to help the city grow and encourage more people to enjoy everything Plymouth has to offer,” Laing said.
DNCO’s Founder, Joy Nazzari, highlighted the unique qualities that make Plymouth an ideal location for this rebranding initiative. “Plymouth is an idyllic coastal destination — but it also has the right ingredients of a thriving city,” Nazzari commented. She emphasised that the rebranding effort would not just change the city’s narrative but also demonstrate a bold commitment to innovation, growth, and community engagement. DNCO plans to leverage its experience from projects in cities like San Francisco and Basingstoke to drive success for Plymouth, aiming to set a new standard for excellence in the industry.
A Collaborative Effort for a Unified Vision
The rebranding project is supported by key local stakeholders, including the University of Plymouth, Plymouth City Council, Babcock International Group, Princess Yachts, The Box, and Arts University Plymouth. Stevens praised these organisations for their collaborative effort, noting that their involvement has made the new strategy possible.
John Gane, Managing Director for Babcock’s Devonport operations, underscored the significance of the initiative for local employment. “As one of the biggest employers in the area, we’re pleased to be supporting Destination Plymouth,” Gane said. He highlighted Babcock’s diverse career opportunities as another reason to consider living in Plymouth.
With a rich history of innovation and a deep connection to the ocean, Plymouth is poised to continue its evolution as a vibrant waterfront city. The rebranding effort aims to reinforce this image, drawing attention to Plymouth’s unique maritime heritage, thriving businesses, and internationally recognised academic and cultural institutions. As the site of the UK’s first National Marine Park, Plymouth is also committed to fostering a closer connection to the ocean and promoting environmental stewardship.
This strategic rebranding initiative signals Plymouth’s determination to secure its place as a leading destination in the UK, attracting new talent and investment while preserving its rich maritime heritage.