In October 2022, the Brussels-Capital Region embarked on a transformative journey to create a distinctive brand identity. Collaborating with the esteemed Resonance consultancy from New York, we aimed to showcase Brussels to the world in a captivating and authentic way. Our objective was to establish a brand that would resonate across various sectors, captivating audiences in tourism, economic development, investment, talent acquisition, and quality of life.
Cross-boarding is caring
To achieve this goal, we partnered with Resonance, a renowned New-York consultancy specializing in place-making and place-branding on a global scale. Together, extensive research was conducted, surpassing anything done before, to gauge the perception of Brussels among European citizens and corporate executives, comparing it to other competitive cities. We sought to uncover the long-term goals and aspirations of cultural, educational, research, business, and hospitality leaders, as well as ambassadors representing Brussels.
Our quest? To ignite the imagination of global audiences and unite a diverse range of institutions under one mesmerizing brand. With meticulous precision, we embarked on a thrilling three-month journey, shaping a visual strategy that would leave a lasting impression. This also meant accentuating the unique value proposition, identifying the target audience, and analyzing the competition. A comprehensive analysis that fueled our exploration of various identity proposals, spanning logo design, imagery, color schemes, and beyond.
There’s U in Brussels
Centered on the letter “U” in the word “BrUssels,” our creative vision was brought to life. Placing the individual at the core, we aimed to create a vibrant and inclusive connection, inviting everyone to be part of the Brussels experience.
The resulting identity emerged as sleek, timeless, and charged with dynamism. Storytelling took center stage, weaving a compelling narrative that engaged and inspired. Through carefully curated photographs, we harnessed the power to fortify our strategic positioning and overall strategy, evoking a sense of excitement and possibility.
Dare to be yourself
Together, we wove a narrative that whispered tales of allure and invited the world to embrace the discreet magic of Brussels.
What we crafted for Brussels is a celebration of its nonconformist spirit and boundless energy. In an era where authenticity and individuality thrive, Brussels boldly defies norms and embraces diversity. It is a place where ideas ignite, driven by a rich heritage of artistic expression, pioneering innovation, and visionary thinking. As we invite visitors, investors, talented individuals, and students, we encourage them to embrace their true selves, to seize their entrepreneurial aspirations, immerse themselves in the vibrant arts scene, discover their unique communities, shape the future, and fall head over heels for Brussels’ magnetic allure.
Just like the zinneke spirit within all of us, Brussels has learned to embrace chaos and embrace its rebellious nature in order to progress.
This exhilarating challenge embodies the kind of place our audiences crave to conduct business, reside, and explore. Embark on a firsthand adventure through Brussels, feel the electrifying pulse of the city, and unlock a life of boundless possibilities. Embrace the dynamic essence of Brussels. Boom! Mission accomplished.
THOMAS, GAETANO FOR THE STRATEGY
GAETANO & DAVID FOR THE DESIGN
JIl & EMMA FOR THE TONE OF VOICE
LÉO FOR THE WEB DEVELOPMENT
OLIVIER FOR THE PRODUCTION