Increasing attention has focused on relational spatial entities as potentially embedding renewed and alternative paths of local development. This paper discusses the intertwining of an emerging relational configuration of space and the pursuit of post-industrial development, by analysing the formation of an organisational identity. The case of NewcastleGateshead (UK) is interpreted as a brand emerging from urban collective strategy-making, involving two partner cities, thus crossing administrative borders. By suggesting the importance of the emergence of ‘branded relational spaces’, research results stress the active role of a collective construction of meanings and their communication in the creation of relational spatial entities. This provides an opportunity to reflect on the extent to which branding, here interpreted as collective strategy-making, goes beyond mere communication and fosters an institutionalisation of the branded space, thus influencing the way in which local development is spatially and strategically conceived.