After decades of broken promises, the people of Birkenhead were wary of grand plans. Peel’s £4.5bn vision to transform 500 acres of dockland needed more than a masterplan — it needed a brand that could earn trust, spark pride and reflect the scale of ambition ahead.
The brand drew on the area’s rich industrial heritage while signalling a bold new chapter. A clear, compelling narrative was developed for each audience — highlighting quality of life for residents, opportunity for investors, and all aligned with government priorities. Authenticity and ambition sat side by side, creating a brand that felt both grounded and visionary.
The shift was tangible. Public sentiment evolved, investor interest accelerated, and development took root — from new homes and modern workspaces to cultural and community initiatives. The work earned international recognition and helped reposition Wirral Waters as one of the UK’s most significant regeneration stories.
Richard Mawdsley – Development Director, Wirral Waters
