Working with the Salford Culture Place Partnership, we spoke to the people who make this city's creative scene what it is — through one-to-one interviews, sticky dot surveys, and a room full of doodles and Sharpies we chatted and explored the creative spirit of Salford.

Three words kept coming back — community, collaboration and creativity. And when we asked people to sketch what Salford's creative spirit looked like, we got everything from a very happy frog to phrases like ‘rabble rousing’ and ‘warning: artists ahead.’ What really came across was a tone of playfulness, a sense of pride and also rebellious spirit. Above all, creativity in Salford is driven and shaped by people.

That's where the name earns its structure. Salford Creatives, not Creative Salford — because it's the people who make this place what it is, and we wanted the brand to say so.

From there, the concept practically named itself: the Rabble. A cast of bold, characterful shapes - grafters, crafters, painters, makers and yes, even one small frog, in homage to that very first sketch. Each one, as one-of-a-kind, as the creatives they represent. This set of characters are the personification of Salford Creatives. Representing the diversity of creativity across the city.

Every detail carries meaning. The little screw-shaped Rabble eyes are a nod to Salford's industrial roots. The tone of voice - cheeky, warm, ambitious - leans straight into brand lines like ‘Rabble with a cause’. We wanted the brand to communicate both the curious and playful nature of creativity but also its power to change and shape places, drive the economy and change the world around us.

Why does any of this matter? Because a brand built from what people actually said and feel, rather than what an agency assumed, is one people recognise themselves in. It’s an identity drawn from the creative energy of a unique place filled with incredibly creative and talented people. 

Beyond the brand itself, we have developed the creative platform www.salfordcreatives.com - the online home for creativity, culture and connection in one of the UK’s most exciting cities. The website is a resource hub for the creative community with opportunities for commissions, jobs, grants, networking and more. The website also provides a showcase for creatives, artists and makers, with a directory that is as eclectic as the creative scene in Salford.  

Our team were also commissioned to capture a suite of photography to demonstrate the Salford creative spirit, along with a collection of Rabble animations to bring our cast of characters to life. The launch has seen an outdoor campaign with 48 sheet billboards around Salford and giant digital screens at MediaCity and across Salford. To top it all, the launch event featured giant Rabble eyeballs and audience interactive boards asking the critical question - Which Rabble character are you?

We are super proud of the work which has been a genuine partnership with the fantastic team at the Salford Culture and Place Partnership. 

This is only the beginning. Consider yourselves warned. Creatives lives here.