Rooted in Bradford
More Than Marketing. Creating Impact, Celebrating Culture & Championing Communities.
Our work reaches beyond brands. This is a story of creative support for Bradford’s cultural ambition, local pride and an independent vision for exploring the world.
The Bradford bid collaboration
Logician Social worked alongside Jinnah Restaurants, a founding partner of the Bradford Bid 2025 campaign, supporting promotional efforts for Bradford’s bid for UK City of Culture 2025.
From a shutter mural to restaurant adverts and large-format displays, the work brought the campaign into local spaces and celebrated the culture of the city.
These were contributions to a wider campaign. Bradford’s award belongs to the collective effort of the city and its campaign—not to Logician Social alone.
Culture, expressed
A Pakistani street-art-inspired mural brought a distinctive cultural expression to the Jinnah Marquee shutter. Designed and spray-painted by a spray artist, it reflected Bradford’s culture as part of the promotional effort.
At the table
Campaign adverts appeared across multiple restaurants and on table menus, carrying the Bradford Bid logo. These familiar spaces helped bring the campaign into the places where people gathered, ate and connected.
On Leeds Road
A wide window vinyl at Jinnah Restaurants on Leeds Road carried the message ‘Live Bradford, Love Jinnah’. Positioned to reach passersby, it connected a local restaurant frontage with the wider celebration of Bradford.
Seen from afar
A prominent campaign banner sat atop the Jinnah Marquee canvas, giving the message visibility from afar. Its rooftop position also offered potential visibility for aerial filming; this is not a claim that aerial footage was produced.
The announcement · 2022
2022
Bradford was awarded UK City of Culture 2025 in 2022. The announcement recognised the wider city campaign; 2025 was the designated culture year, not the year the bid was won.
For Logician Social, supporting the promotional effort was a way to contribute creative skills to an ambition larger than any one business.
After bid success
After the bid’s success, Logician CEO Ismail Mohammed founded Xplore Bradford to showcase the city’s attractions, local businesses, culture and tourism.
It was an independent, privately funded initiative: a new way to explore Bradford’s places and stories, rather than an asserted official extension of the City of Culture campaign.
Xplore Bradford was independently and privately funded by the following backers.
From local discovery to a wider world
Xplore Bradford subsequently evolved into Xplore Universe, taking the exploration vision beyond one city towards places, cultures and communities worldwide. Bradford remains the starting point of this story; the ambition became broader.
The journey
The bid
Alongside Jinnah Restaurants, Logician Social supported the promotional efforts for Bradford’s bid for UK City of Culture 2025.
An achievement of the wider city campaign, not a result attributed to Logician Social alone.
After bid success
Ismail Mohammed founded an independently, privately funded initiative to showcase the city’s attractions, local businesses, culture and tourism.
A broader vision
The exploration vision grew beyond Bradford towards discovering places, cultures and communities worldwide.
Our community commitment
We value work that celebrates culture, gives local stories space and connects people with the places around them. Our community commitment is rooted in that approach: thoughtful creativity, clear attribution and pride in Bradford.