The municipality of Tervuren, located close to Brussels, asked us to create a visual branding that would reflect the unique character and quality of living found here. Working closely with the marketing and communications team, we developed a strong and coherent brand that transforms the organisational structure and services of the local government into a tangible brand experience.
We started out by redesigning the existing logo and scraping away all the clutter to keep a contemporary and timeless logo that remains familiar. From the logo we then took detailed graphical elements to build a visual system that reflects the service structure of the local government, build on three pillars: Life, People and Space. To each pillar we applied different graphical parts of the logomark and combined this with a specific colour scheme. In doing so we provided a visual brand experience for the citizens of Tervuren that connects emotionally with each service level. By basing the visual system on the logo the overall brand experience remains coherent when dynamically applied.
Because the client asked us to hand over the rebranding, to be applied internally, we needed a very workable visual system without compromising on the quality of the design. By making a clear and approachable visual system based on key elements and a clean-cut grid system the people who need to create the daily communication, are able to apply the branding with confidence and ease.
The overall result is a clear and to the point communication style that connects emotionally, making the practical nature of governing a community more human. The dynamic brand identity brings a very lively brand experience that leaves space for different accents and provides a voice for the wide range of messages needed for our client.