When I first moved to Newcastle, the thing that hit me wasn’t the skyline or the Tyne Bridge — it was the people. The humour. The honesty. The way conversations with total strangers somehow turn into meaningful chats within three minutes. That energy is the heartbeat of the city, and funnily enough, it’s also the secret sauce behind great branding.
Newcastle’s creative culture isn’t an abstract concept or an artsy slogan plastered on a billboard. It’s lived-in. It’s shaped by graft, by community, by music, by football, by resilience, and by the sheer personality of the people who call this place home — whether from birth or by choice.
Creativity Here Isn’t Pretentious — It’s Practical
Creativity in Newcastle isn’t a performance.
It’s not something people do to feel “cultured.”
It’s just how people solve problems.
It shows up in:
The way small businesses reinvent themselves during tough times. The DIY music scene that refuses to die. The independent shops that blend tradition and modernity without trying too hard. The humour that lands even on the worst days.
As someone who adopted this city, I quickly realised Newcastle’s creativity is less “gallery talk” and more “get on with it and do it properly.”
And that practicality is gold for branding.
The North East Has a Creative Legacy Most Cities Would Kill For
Long before I turned up with a suitcase and optimistic ideas, the region was already producing:
globally recognised designers iconic album artwork grassroots art movements powerhouse illustrators digital innovators some of the best storytellers in the UK
But weirdly, a lot of North East businesses don’t take advantage of that heritage when building their brand identity.
You don’t need to hire Banksy — you just need to embrace the culture around you.
What Local Businesses Can Borrow From Newcastle’s Creative DNA
- The Music Scene: Identity > Imitation
Newcastle has always backed original music.
Indie, funk, soul, pop — whatever your taste, there’s a thread of confidence running through it.
Bands here don’t reinvent themselves to chase trends.
They lean into who they already are.
Brands should do the same.
If your business looks like every other one in your sector, your audience won’t see why you’re worth choosing.
- Direct Communication (The Region’s Unspoken Superpower)
One of the first things I learned here: people appreciate straight talk.
Not rude.
Not blunt.
Just honest.
Brands that communicate with clarity and personality instantly feel more trustworthy.
- Humour — But the Right Kind
Not meme-humour.
Not corporate “fun.”
Just that natural warmth and wit you find chatting to people at the match or in a taxi.
Humour, used well, makes brands relatable.
And relatability builds loyalty.
- Industrial Grit Meets Modern Design
You can’t walk five minutes in Newcastle without feeling the city’s industrial past.
Shipyards. Railway heritage. Engineering excellence.
There’s pride in things that are built to last.
Brands that show craftsmanship and care — whether digital or physical — resonate deeply here.
- A Culture Built Around Community
Newcastle is community-driven in a way many cities have forgotten.
Look at the football club.
Look at local charities.
Look at the indie food scene.
Look at how businesses support each other.
Brands that tap into that sense of togetherness build stronger, longer-lasting relationships.
What Happens When a Brand Ignores Local Culture?
It becomes generic.
It becomes replaceable.
It loses the very thing that makes it matter.
AI-generated identities, trend-following visuals and soulless messaging all flatten a brand’s uniqueness.
Newcastle businesses don’t need to be louder.
They need to be truer.
And When You Embrace It?
You attract the right customers You stand out without shouting People remember you Word-of-mouth grows faster Trust increases Talent wants to work with you
Newcastle’s creative culture isn’t something businesses should observe from afar — it’s something they should absorb and reflect.
When brands here lean into the character of the region, they become magnetic.
About Drew Hollinshead
As Co-Founder, Drew drives the creative vision. With over a decade leading high-growth teams, he translates complex business goals into impactful creative strategies.