When developing a brand and strategy to regenerate the east side of Leeds, known as Quarry Hill, DS.Emotion took inspiration for the brand from the districts collection of cultural destinations. Born was SOYO, standing for South of York Road, and taking inspiration from some of the worlds leading urban districts with culture in their hearts.

SOYO is an exciting and engaging neighbourhood that will provide a place for Leeds’ contemporary cultural scene as well as a home for a diverse residential, business, edication, leisure and retail audience. The city’s recently regenerated Playhouse Theatre provides a gateway attraction. Existing occupier and consumer stakeholders were involved in the research and development phase of the branding exercise. The story continues.


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SOYO website
SOYO tote
SOYO hoarding