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Brand positioning and claim development for the city of Düsseldorf

Live close feel free.

For the city of Düsseldorf, the dmcgroup developed the city brand claim “Live close feel free”, which unites the large number of municipal facilities under one roof and is used as a new overarching brand for the state capital.

The claim is framed by the new brand positioning and the new corporate design of the city of Düsseldorf. This has created a uniform appearance that has significantly improved the city’s high recognition value and clear sender brand.

Client: Düsseldorf Marketing

Since: 2017


Brand Architecture Brand Identity Campaigns Claim Entwicklung Corporate Design Employer Branding Naming Recruiting
Stadt Dus Claim

Our services

The new identity of the city of Düsseldorf

The starting point for the relaunch of the city of Düsseldorf in 2017 was the development of a new claim and the revision of the city’s entire brand architecture. In addition, work was carried out on the city’s corporate design in order to shape the city’s image and reflect Düsseldorf’s brand positioning as a cosmopolitan city with a modern community culture and a high degree of individual creative freedom. The new city design offers maximum flexibility and enables consistent use in different applications.

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Corporate Design & Branding

360° degree location marketing

The claim of the dmcgroup is framed by the new corporate design of the city of Düsseldorf, which in the future will apply to all institutions of the Düsseldorf administration as well as to the municipal enterprises and subsidiaries. By using the city name with the new claim of the brand Düsseldorf, a uniform appearance was ensured, which convinces with a coherent design language and with a singular sender.

The typographic design of the claim is intended to convey a sense of freedom that does not adhere to conventions and strives to reach far beyond boundaries. At the same time, the headlines are closely connected in some places. This also captures the spirit of Düsseldorf: Opposites live closely together in harmonious neighborhood and thus reflect the cityscape of its fellow residents. The size of the letters also aims to convey closeness and at the same time present the self-confident appearance of a city that is close to the world. The design was implemented directly by us in the form of the new business brochure for the city of Düsseldorf.

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Ongoing support for citizen campaigns

Since 2017, we have also been able to implement the city’s communication agendas, including the partnership communication initiative for the city’s vaccination campaign.

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DUS Corona Kampagne
DUS Corona Kamapgne

Employer Branding & Recruiting Campaign

You want it? Düsseldorf has it!

As a result of the pandemic, many people have turned their backs on the catering industry and are now absent. We shot authentic photo motifs in well-known Düsseldorf restaurants and hotels. The focus is on people who want to (re)experience the special spirit of the hospitality industry. Over 500 out-of-home spaces were used for open positions in over 100 restaurants and hotels throughout the city.

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Continuous partnership

Other highlights of the collaboration were the development of the corporate design for the Düsseldorf Museum and Theater Association and the development of the corporate design for sustainable mobility in Düsseldorf. Since developing the corporate design, we have been carrying out communication campaigns for the city, for example to raise awareness about the coronavirus vaccination. We are pleased about the ongoing and trusting cooperation!

Our Team

Meeting our own creations right on the doorstep on the streets of Düsseldorf has been a real highlight for our team for years. We look forward to supporting the city, in which we are also represented as an agency, with its communication and to continuously working on the brand experience!

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Would you like to find out more about our services or are you looking for an agency for your brand positioning? I will be happy to help you. Contact me to discuss your concerns and receive customized solutions.

Tamara Himler

Tamara Himler, Client Service Director M +43 676 93 83 137