Branding Brussels? Let the people speak!

Imagine getting a chance to brand your hometown. We did for the Brussels capital region — a complex melting pot of municipalities, languages, cultures, and energy. Our challenge was to bring its new domain name and logo to life while preserving continuity.

Client

be.brussels , Brussels, Belgium

See more work we did in

Services

Strategy + Branding

be.brussels

The challenge was to create an identity strong enough to create unity yet flexible enough to create awareness about the wide range of initiatives supported by the region. From housing, culture and tourism to business, science and politics, public to private. 

Copywriter, Strategist
be.brussels

The “be.brussels” logo is both a call to action to express your bond with Brussels, and a reference to the city’s status as the capital of Belgium (‘BE’) and Europe. It’s a unifying symbol as well as a tool for promotion to the outside world.

Creative Director, Partner
be.brussels

The idea was to turn the logo into a conversation starter. It became an accessible platform that changes depending on the context. Easy to use by all stakeholders, from residents and visitors to the region’s institutions.

Designer
be.brussels
be.brussels
be.brussels

The brand was constructed around a number of important principles, like usability, continuity and openness.

Senior Designer
be.brussels
be.brussels
be.brussels
be.brussels
be.brussels

Logos, however pretty, are no longer sufficient to build a brand. What makes brands vibrant and strong in 2012 is their capacity to engage users and build strong connections. This is especially true for a city marketing brand to promote a region like Brussels.

Creative Director, Partner
be.brussels

An anchored brand, an affirmative brand.

Business Developer