Turning regional ambition into an investor-ready UKREiiF prospectus

Client: Cambridgeshire and Peterborough Combined Authority: Inward Investment

Brand, Engagement, Public sector, Strategy

The challenge

Over three days, UKREiiF brings together over 16,000 senior leaders, investors and public-sector professionals from across the property, investment and infrastructure sectors.

For regions competing for attention, a printed prospectus is more than an event handout, it’s a tool to support high-value conversations with investors, partners and stakeholders.

Cambridgeshire and Peterborough Combined Authority had a clear ambition: to present the region as one of the UK’s most dynamic and investable growth economies. Using the strong evidence base of its Local Growth Plan, CPCA asked us to create a UKREiiF prospectus that would:

• stand out from the crowd
• present a confident narrative that would resonate with investors
• showcase a strong visual identity and sense of place

Our approach

The Local Growth Plan contained Cambridgeshire and Peterborough’s evidence, ambition and economic story. Our job was to translate that content into a prospectus that articulated the region’s proposition, not just its assets, to investors. Rather than simply describing what the region has, we shaped a narrative around why it matters to investors right now.

Through our discovery workshop, we surfaced the idea that investors have a strong desire to recognise momentum early and spot the right opportunity at the right time. So we built a narrative that emotionally and psychologically connected. Announcing the region as “Bold, Curious and Astute, just like you” we invited investors to recognise the region as sharing their values, their ambition and their appetite for growth. Flagging this “match” wasn’t just flattery, it was relevance. We weren’t just asking investors to look at the opportunity. We were inviting them to recognise themselves in it and to feel something. With an emotional connection in place, attention locks in.

Bold words deserved a bold approach, which we carried through into the design. Striking typography, image-led storytelling, bold section openers, interleaved with tactile, transparent pages and a more editorial rhythm created a prospectus that felt distinctive, confident and investor-ready.

We:

• defined the core narrative and investor-facing positioning
• translated the Local Growth Plan content into sharper, more accessible messaging.
• developed a structure that moved from regional ambition to sector strengths and investable opportunities.
• created a stronger visual direction, using real imagery and bold messaging to build a clearer sense of place.
• aligned the prospectus with wider UKREiiF activity.

Impact

The result was a prospectus that felt distinctive, editorial and deliberately different from more conventional regional investment brochures.
The clear creative and messaging thread that we created went beyond the prospectus. It also featured within the UKREiiF pavilion design, and well subsequent campaign and investment communications.