The multi-million pound creative sector has been named as critical in Birmingham's future prosperity - but question marks remain over how highly it rates in the national arena.
Here, four leading city design agencies present widely differing views on the best way to keep our creative industries on the map.
That comes after Birmingham City Council leader Mike Whitby said the development of creative and cultural industries was now recognised as a critical component in the renaissance of our city.
Managing director of 3form Stefan Lewandowski explained the concept behind his campaign involved the principle "we are our brand".
Mr Lewandowski said: "I think we need to brand ourselves through the quality of our work and the reputation that we generate, raising awareness from the ground up.
"Every contact that we make from outside the city needs to feel that when they commission something in this city they're getting something special."
And Matt Clugston creative director at Clusta said his team decided they were "we're fed up with the attitude 'Birmingham's really good.. honest!'."
He said: "Creatives in Birmingham may be brimming with creativity, but do they actually see the city as a creative place? This campaign is all about creating credibility around Birmingham's creative industry."
It aimed illustrate the banal and the everyday in such a way that they became an inspiration.
The second aspect to the concept was building on the idea of "creative juices", using SAP which he described as "a short, punchy and slightly ambiguous title that would grab people's interest."
Mark Townsend managing director of Empty Creative said his starting point was the logo.
The "C' and "B" from "City of Birmingham" were combined to form a figure-of-eight "infinity" symbol.
He said: "There are an overwhelming number of creative people offering limitless talent in the city, so I came up with the strapline Infinite Creativity."
Senior Creative at Z3 Richard Hunt said his team team went for a strong impact name.
They came up with flux - which is used in industry and reflected the city's industrial heritage - but also worked on all levels for the "emerging creative industries the city now offers."
"Our design concept brings together multiple strands of light to represent the different areas of the creative industries, " Mr Hunt said.
* The concepts were commissioned by the Birmingham-based creative magazine Ten4 which will carry full details in its edition published on Thursday.