A Place for Life – Plymouth Waterfront BID4 (2027–2032)
Creating a compelling vision for Plymouth’s waterfront
Plymouth’s waterfront is one of the city’s defining assets, a place where maritime heritage, business, culture, leisure and innovation come together.
For the fourth term renewal of the Plymouth Waterfront Business Improvement District (BID), we were commissioned to create a compelling, evidence-based business plan that would build on 15 years of successful BID delivery while setting out a confident and future-focused vision for the next five years.
The challenge was to create a plan that would not only demonstrate clear value and return on investment for levy-paying businesses, but also inspire them to support the renewal ballot and vote YES for the future of the Waterfront BID.
The Brief
Working under the theme “A Place for Life”, the brief was to develop a 44-page business plan for Waterfront BID4, covering the period from 2027 to 2032.
The plan needed to:
- Define a renewed and ambitious vision for Plymouth’s waterfront
- Demonstrate the value and impact of 15 years of BID activity
- Identify future opportunities and challenges for the waterfront economy
- Reflect business-led priorities developed through stakeholder engagement
- Align with city-wide strategies and destination marketing
- Embed Plymouth’s refreshed Britain’s Ocean City brand
- Create a compelling case for a successful BID renewal ballot
The visual identity needed to feel vibrant, contemporary, confident and distinctive — reflecting the energy and ambition of Plymouth as Britain’s Ocean City.
My Approach
I developed the business plan around the idea that Plymouth’s waterfront is more than a destination. It is a place for life.
A place to live, work, visit, invest, discover and connect.
The design and narrative brought together the many different dimensions of the waterfront economy, from conservation and maritime heritage to marine science, hospitality, tourism, professional services and independent businesses.
I created a clear and engaging structure that balanced strategic information, evidence and future priorities with bold visual storytelling.
The plan was designed to be accessible, inspiring and practical, giving businesses confidence in both the BID’s track record and its plans for the future.
Bringing Britain’s Ocean City to Life
A central part of the project was ensuring the plan reflected and reinforced Plymouth’s Britain’s Ocean City positioning.
The creative direction celebrated the waterfront as Plymouth’s defining asset and captured the themes that make the city unique:
Energy. Discovery. Wellbeing. Innovation. Green and blue. Connection to the sea.
The result was a contemporary publication that positioned Plymouth as a premier coastal destination while recognising the importance of a thriving, resilient and year-round economy.
The Outcome
The final result was a 44-page business plan, delivered to a strict deadline and fully aligned with the client brief.
The finished publication provided a clear vision for the next chapter of the Plymouth Waterfront BID, while celebrating the successes, partnerships and achievements that had shaped the previous 15 years.
Delivered on time and on budget, the plan created a strong platform for the Waterfront BID renewal campaign and communicated a confident vision for Plymouth’s waterfront from 2027 to 2032.