Brussels
Crafting an original brand to unify Europe’s Capital City
Brussels, Belgium
Branding, Graphic Design, Type Design, Art Direction, Photography, Vidography, Web & UX, Exhibition Design, Campaign Rollout
The city of Brussels required a destination branding and marketing initiative that would position them as not simply the bureaucratic capital of the EU, but also an irresistible place to live, visit and work.
After working closely with stakeholders for 18 months to develop the strategic engagement platform “Dare to be Yourself,” I had the exciting opportunity to lead the creative team in bringing this brand to life. The brand platform was realised by creating a literal space within the Brussels logomark where diverse faces and voices can be showcased.
The result is a vibrant, ever-evolving design that captures Brussels’ spirit of individuality. Depending on what’s featured in the logo, it reflects the city’s bold and daring character. This dynamic approach helps a wide range of people see themselves in the design and feel that Brussels is the perfect place for them.
Brussels Serif
I created the custom typeface ‘Brussels Serif’ to harmonize with and provide contrast to the national sans-serif font. Featuring over 322 unique characters, ligatures, and accents, Brussels Serif is designed to be fully functional across all three national languages as well as all Latin-based European languages. Democratized and made freely available for anyone to use, Brussels Serif has become a cornerstone to the wide implementation of the Brussels brand.
Art Direction
To introduce Brussels’ new brand and messaging to the world, I had the pleasure of collaborating with four talented Brussels-based photographers, each bringing their unique perspective to the project. Each photograph embodies the brand principles of being human, daring, and less conventional.
I gathered these stunning images into a photo book that highlights the Capital-Region’s beauty and authenticity. This book weaves together stories that capture Brussels in its most genuine moments, showcasing the city’s character and charm in a truly captivating way. Widespread through the city and used as a gift in international diplomatic missions the photo book has become a key item in showcasing the daring attitude of Brussels.
Business Attraction Campaign
Given the challenge of boosting business attraction to the Brussels region, I adapted the “Dare to be Yourself” platform into a fresh campaign that celebrates local entrepreneurs. My goal was to create a campaign that was both striking and engaging, designed to capture attention and inspire interest.
International Activations
Bringing the brand to life through various international activations truly solidified the visual language. After launching the new brand, I developed brand extensions for Brussels Days, held in Madrid and Barcelona, the 2024 Brussels Urban Summit, and the Brussels Biennale Arts Diplomatic Mission.
In Milan, London, and Barcelona, I helped set up Brussels Houses to highlight products and services from small Brussels-based businesses. Over a three-month period, these houses provided a platform for showcasing the vibrant local companies to an international audience.
