Visit Brussels
After making Brussels vibrate for years, Visit Brussels now invites people to truly live it. As the organisation responsible for promoting the Brussels Region to tourists, residents and tourism professionals, Visit Brussels is reinventing itself to fully embody the spirit of the European capital. More than an institutional player, it becomes a living brand, a catalyst for experiences and a spokesperson for Brussels’ diversity.
Challenge
Long perceived as an operational brand, Visit Brussels needed to assert a stronger and more emotional identity. The objective was to evolve the brand into a fully fledged cultural and tourism actor, while restoring coherence to a brand portfolio that had become complex and unclear. This challenge was heightened by a demanding regional context, where visibility and clarity of messaging are essential.
Solution
The project was built on a brand strategy that led to the creation of the Visit Brussels brand platform. These elements repositioned Visit Brussels as an inspiring and accessible brand, while unifying its brand architecture around a coherent and dynamic system. All services, products and events are now expressed through a shared identity in support of one mission: ‘We make you love Brussels’.
Starting from strong foundations
To build the identity, it was essential to clarify what makes Visit Brussels unique. This work identified the brand’s foundations: expertise, catalyst, inspiration and shared passion. Together, they give meaning to the purpose ‘Living Brussels’, providing a clear and unifying base for all communications.
To convey its passion for Brussels, Visit Brussels needed to reflect the city’s personality. While it is impossible to sum up the European capital in just a few concepts, the identity is built around four traits that express its essence: contrasted, open-minded, accessible, European.
Expressing a plural personality
A brand shaped by its city
The new visual identity draws on the energy and cultural diversity of Brussels. The graphic universe translates this vitality through dynamic, colourful and adaptable visual codes. The identity can therefore reflect the city’s many facets, from its heritage to its contemporary life, while remaining instantly recognisable.
