York Central Partnership has appointed Aberfield to create a brand, communications and community engagement strategy for the redevelopment of the largest brownfield site in northern England.
Aberfield has partnered with Sheffield brand consultancy Substance to provide support for plans to redevelop the site next to York’s railway station.
Promoted by the York Central Partnership – which comprises Network Rail, the Homes and Communities Agency, City of York Council and the National Railway Museum – the project will provide a significant number of new homes and office space on the site, which is broadly equivalent in size to 190 Olympic-sized athletics tracks.
The team will be providing communications support over the next year as the partnership looks to develop a masterplan for the project and submit an outline planning application to open up the previously land-locked site and create a series of new neighbourhoods, communities, parks and public spaces.
Catherine Birks, commercial project manager at York Central Partnership, said: “York Central is about unlocking land that has been restricted from public use for over 150 years and presents an incredible opportunity to create a 21st century extension to a compact and culturally significant city.
“The Aberfield team’s blend of experience and expertise, combined with significant local knowledge, gave the Partnership confidence that they will deliver really strong results.”
Aberfield director Tim Downs added: “You cannot underestimate the significance of this scheme and the development opportunities it will bring, not only to the city of York but to the wider region and, indeed, the North.
“We are looking forward to working with the partnership and engaging communities in the masterplan for the site and, ultimately, supporting them in delivering a great development."