Loaf, a Manchester Creative agency, was recently chosen as the brand partner for the whopping £2.5 billion Salford Crescent and University District project.

Co-founders Dave Mullen and Alan Houghton both hoped to create their own agencies and kickstarted this dream over 15 years ago now with MR Mullen mentioning how they ‘kicked it all off in 2005’.

The initial process of finding clients proved to be hard work which clearly paid off soon after when they began to work alongside architects and construction companies.

The 240-acre regeneration programme is a joint venture between Salford City Council, The University of Salford and The English Cities Fund.

It represents one of the largest development opportunities in the country and is the next key development in the continued successful regeneration taking place across the city.

Dave Mullen, Co-founder and Creative Director at Loaf, reported “We’re beyond excited to be involved in a project that is a key component to Salford’s development as a leading innovative, sustainable, transformational, multi-use district.”

A spokesperson for The English Cities Fund commented on Loaf’s impressive skills saying, ‘All the partners have been impressed with Loaf’s ability to craft vision into reality, and we are currently working to deliver a brand that blends both the proud heritage of the city with its aspirations for the future.’

When questioned about what Dave was looking forward to most in the future, he mentioned ‘doing more with what we’ve done in the project’.

The project itself holds great significance to Mullen especially given the fact that he’s right on the doorstep of something that’s going to bring a huge change.

Working alongside Salford City council, The University of Salford and The English Cities Fund, they hope to gain more traction, more investment, attract more people to the area, and ‘put Salford on the map, not just in the UK, globally’.

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