Manchester’s BrandXYZ Appointed for North East Angel Network Project 2026

Key Points

• Manchester-based agency BrandXYZ has been appointed to support the North East’s new Angel Network transport initiative
• BrandXYZ will work alongside the North East Mayoral Strategic Authority on the region’s integrated transport system
• The Angel Network will combine bus, Metro, ferry, and local rail into one joined-up network with contactless travel
• North East Mayor Kim McGuinness announced a £1.85 billion funding deal for the transport projects in June 2025
• BrandXYZ founder Jo Taylor previously led the rebrand of Manchester’s Bee Network before launching her micro-agency in 2024
• The Angel Network aims to bring buses under public control, with routes, fares, and timetables designed around North East residents
• Bus franchising will give the North East Combined Authority control over bus operations rather than private operators
• The integrated network could run by late 2029 according to recent announcements
• The project represents the largest single package of investment ever made in the North East’s transport networks
• Improvements include better and safer walking and cycling routes alongside bus priority measures

Manchester (Manchester Mirror) June 19, 2026 – Manchester-based purpose-led micro-agency BrandXYZ has secured the creative brief to support the North East Mayoral Strategic Authority’s transformative Angel Network transport project, marking a significant win for the Northern agency just over a year after its founding.

What Exactly Is the Angel Network and Why Does It Matter?

As reported by the editorial team at Prolific North, the Angel Network represents a world-class integrated transport system for the North East that will connect people to jobs and training opportunities seamlessly. According to the North East Local Growth Plan 2025-2035, “More affordable and social homes will have been built, alongside a world-class integrated transport system – the Angel Network – connecting people to jobs and training opportunities seamlessly”.

The network will feature contactless travel across bus, Metro, and rail systems, alongside improvements to safety and accessibility at bus stops, stations, and large interchanges. As reported by Highways Magazine, the funding will be used for “the creation of the Angel Network, a ‘fully integrated sustainable public transport network’ that will feature contactless travel across bus, Metro and rail”.

Who Is Jo Taylor and What Made BrandXYZ Stand Out?

Jo Taylor, who led the rebrand of Manchester’s Bee Network, launched BrandXYZ as a purpose-led micro-agency in February 2025 after spending 13 years at Tangerine Communications. As reported by Prolific North, “Taylor recently founded BrandXYZ after spearheading The Bee Network’s transformative transport branding and marketing, and has previously worked at top agencies such as McCann and Tangerine Communications”.

According to a Prolific North LinkedIn post,

“Jo Taylor spent 13 years at Tangerine Communications before moving in-house to lead the brand strategy and rollout of Greater Manchester’s Bee Network. Now she’s enjoying success with BrandXYZ, a purpose-led agency built on what she calls the ‘super agency’ model”.

This extensive experience with Manchester’s successful Bee Network clearly positioned her team to understand the challenges and opportunities of creating a similar integrated transport brand for the North East.

How Much Investment Is Behind This Transport Transformation?

North East Mayor Kim McGuinness announced the first new Metro line for 30 years will be built as part of a £1.85 billion funding deal agreed with the Government. As reported by the North East Combined Authority, “The new Metro line through Washington stands at the heart of the largest single package of investment ever made in the North East’s transport networks, funding a huge investment in road maintenance, better and safer walking and cycling routes and new bus priority measures”.

The funding deal was confirmed in June 2025, with regeneration bosses promising it would “unlock fresh opportunities for travel” across the region. As reported by Bdaily,

“Two landmark North East transport deals have been confirmed, with regeneration bosses promising they will unlock fresh opportunities for travel”.

What Does Public Control of Buses Mean for Passengers?

As part of McGuinness’s wider transport vision, the Mayor has committed to creating the Angel Network with bus franchising that would give the North East Combined Authority control over how buses operate. As reported by Newcastle Magazine, “As part of her wider transport vision, the Mayor has committed to creating the Angel Network, world-class transport for the North East, combining bus, Metro, Ferry and local rail into one joined-up network”.

Bus franchising means the authority will control routes, timetables, fares, and standards, allowing the network to be designed around people of the North East rather than private bus operators. As reported by Newcastle Magazine, “Bus franchising would give the North East Combined Authority control over how buses operate – including routes, timetables, fares, and standards – allowing for the network to be designed around people of the North East rather than private bus operators”.

A review has determined that McGuinness’s pledge to transfer control has been judged “affordable, feasible and deliverable.” As reported by Reddit users discussing the Labour Party UK, “Buses throughout the North East would become cheaper and ‘significantly’ more useful if placed under public ownership, a review has determined”.

When Will the Angel Network Actually Run?

The Angel Network could run by late 2029 according to recent announcements. As reported by LinkedIn posts from Transport for the North,

“Kim McGuinness – has launched the process to bring buses under public control through the new Angel Network. could run by late 2029”.

During the inaugural North East Mayoral Combined Authority meeting held in Durham, McGuinness reiterated her manifesto commitment to bring buses under the control of a centralised system. As reported by Place North East, “During the inaugural North East Mayoral Combined Authority meeting, held in Durham, McGuinness reiterated her manifesto commitment to bring buses under the control of a centralised system: the Angel Network”.

What Led to This Major Reform Moving Forward?

A massive reform of public transport in the North East moved a step closer when council leaders agreed to proceed to the next stage of Mayor Kim McGuinness’s vision. As reported by Eyes & Ears, “A massive reform of public transport in the North East moved a step closer this week when council leaders agreed to proceed to the next stage of Mayor Kim McGuinness’ vision of an Angel Network – where power over bus routes, fares and timetables is taken away from private companies”.

The mayor has revealed her commitment to advancing initiatives aimed at “restoring buses to public oversight.” As reported by BBC News, “The mayor of the North East has revealed her commitment to advancing initiatives aimed at ‘restoring buses to public oversight'”.

How Does This Compare to Manchester’s Bee Network?

The Bee Network serves as the key to unlocking a new green revolution across Greater Manchester, with rapid progress to electrify bus fleets and depots. As reported by CIHT, “The Bee Network is the key to unlocking a new green revolution across Greater Manchester. We’re making rapid progress to electrify our bus fleet and our depots”.

Manchester has already re-regulated bus services as part of its plan, with Go-Ahead winning the first two contracts to operate Manchester’s Bee Network buses in Bolton and Wigan. As reported by Go-Ahead Group, “The Go-Ahead Group has won the first two contracts to be awarded by Transport for Greater Manchester as part of its plan to re-regulate bus”.

What Specific Improvements Will the Network Include?

The investment package includes funding for road maintenance, better and safer walking and cycling routes, and new bus priority measures across the North East. The new Metro line through Washington stands at the heart of this investment, representing the largest single package ever made in the region’s transport networks.

Transport for Greater Manchester has already appointed creative agencies following successful pitches, demonstrating the competitive process BrandXYZ will now join for the North East project. As reported by LBBO, “The&Partnership Manchester have been appointed as the creative agency for Transport for Greater Manchester (TfGM), following a successful seven-way pitch”.

Background: The Development of Angel Network and Transport Reform in North East

The Angel Network represents Labour Mayoral candidate Kim McGuinness’s manifesto proposal for a green, joined-up, and publicly owned transport system for the North East. As reported by Northeast By Lines,

“Her manifesto proposes the ‘Angel Network’ which will see a green, joined up and publicly owned transport system for the North East”.

McGuinness committed to taking back control of the bus network to give passengers a bigger say over fares, routes, and timetables. As reported by Kim McGuinness’s official website, “North East Labour Mayoral candidate Kim McGuinness has committed to taking back control of the bus network in order to give passengers a bigger say over fares, routes and timetetables”.

Her promise to take buses under public control was backed by Shadow Transport Secretary Louise Haigh. The commitment included an ambitious timetable for cheaper buses, with McGuinness stating: “In my first term we’ll see buses rebranded as part of an Angel Network, bringing public control of fares, routes and timetables – and we’ll do it faster than anywhere else”.

The North East MSA Corporate Plan 2026-30 outlines that “Angel Network initiatives roll out. We will establish a project to identify the future shape of the Transport Delivery Body to deliver the Angel Network”. This comprehensive planning demonstrates the systematic approach being taken to transform the region’s transport infrastructure.

Kim McGuinness’s first steps as the North East’s Mayor addressed the region’s “broken” transport system. As reported by Place North East, “Kim McGuinness’s first steps as the North East’s Mayor will be to address the region’s ‘broken’ transport system”.

Prediction: How This Development Will affect North East Residents and Transport Users

The Angel Network’s implementation will significantly impact North East residents by providing cheaper buses that are “significantly” more useful than the current private operator system. Residents will benefit from having a bigger say over fares, routes, and timetables through the publicly controlled system, similar to the model already operating in London.

Transport users across the North East will experience contactless travel across bus, Metro, and rail systems, eliminating the need for multiple payment methods. The integrated network will connect people to jobs and training opportunities seamlessly, potentially improving employment rates and access to education throughout the region.

The £1.85 billion investment will bring better and safer walking and cycling routes alongside bus priority measures, improving overall road safety and encouraging active travel. Residents in Washington and surrounding areas will particularly benefit from the new Metro line, the first built in 30 years.

By late 2029, when the network could run, North East residents will experience a fundamentally different transport experience with routes designed around their needs rather than private operators’ profit margins. The public control model offers “significantly greater value for money” according to the assessment, meaning residents will likely see improved service quality at lower costs.

The transport reform will unlock fresh opportunities for travel across the North East, potentially increasing mobility for disadvantaged communities and improving access to healthcare, education, and employment. The world-class integrated system positions the North East as a region investing seriously in its future infrastructure.