From worrying about each other to believing in each other
About Spoor-
Zwolle area
The Municipality of Zwolle, together with real estate partners, business, culture and education, wanted to turn Spoorzone Zwolle into an innovation district and creative breeding ground that would position the Zwolle Region nationally. This high ambition called for solid positioning that makes the promise and ambitions visible, gives direction to the desired developments and attracts and connects organizations and talents.
Challenge
Arrive at a sharp, unique focus of the brand, whereby the various stakeholders embrace the brand. In doing so, make a supported selection of target groups and lifestyles, on which we focus the brand and thereby further direct the development of the area. And finally quick wins determine to make the brand visible in the short term.
Approach
We worked with a diverse and multidisciplinary team from the municipality and partners. This dream team gathered input from an even broader group of stakeholders and developed the positioning together on the basis of an ambition document. Bureau Viesrood took care of the visual translation of this.
Result
- A lived and ambitious brand positioning, brand identity, values and brand strategy, which connects, energizes and directs and was widely supported.
- A powerful and attractive visual and textual identity, elaborated in a (digital) brand book.
- A realization strategy based on clear target groups/living styles, with concrete ideas for communication and activation.
- A team of ambassadors who want the 'Spoorzone Zwolle' brand to grow and prosper
