The first cohort of The Brand Lab, an accelerator programme helping twelve emerging tech businesses in Leeds, has graduated.
The inspiring collective of healthtech, edtech, and greentech enterprises, has spent the last few months focused on translating technical concepts into clear, accessible narratives to support business growth and brand recognition.
The cohort took part in a series of workshops covering themes such as accessibility in design, brand storytelling, and audience personas to strengthen their brand identity, build customer loyalty, and prepare for future investment. The workshops concluded with a special pitch event in Leeds where the entrepreneurs shared their brands with a panel of tech experts.
The Brand Lab has been a success, attracting entrepreneurs across the city from diverse backgrounds. 75% of the cohort identified as being from underrepresented backgrounds while 67% of participants were female founders. These founders reported increased confidence in marketing, storytelling, and brand direction.
“It’s very helpful for me to understand what comes next in our brand planning,” said one participating enterprise, who rated the experience 8/10.
“It was so helpful for me to further up my branding game and think about inclusivity”. added another, scoring the programme 10/10.
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The Brand Lab was delivered by published authors and co-founders of Buttercrumble, an award-winning agency, Chloe and Abigail Baldwin. As female entrepreneurs, the twin sisters say they are are passionate about funding and tailored support for start-ups from diverse backgrounds.
“Programmes like The Brand Lab are essential for a more inclusive and innovative economy,” they said. “These entrepreneurs often face additional barriers to accessing networks, funds, and visibility. When we invest in these young businesses, we unlock fresh perspectives that can lead to more creative solutions, stronger economies, and technologies that serve a broader spectrum of society.”
Buttercrumble is a creative design studio based in Leeds and known for inclusive branding and graphic design, having collaborated with big brands such as John Lewis and Santander. The sisters are are also the authors of The Brand Power Manifesto, which is available in all major booksellers.
The Brand Lab project was delivered by Buttercrumble and has been funded by the UK Shared Prosperity Fund (UKSPF). In West Yorkshire, the West Yorkshire Combined Authority leads the implementation of the fund as part of the mayor’s ambition to make West Yorkshire a better place to work, learn and live.
