AAI / Stadtmarketing Braunschweig

For the AAI (an association of local retailers and restaurateurs) and Braunschweig City Marketing, I was commissioned to develop the branding for a completely new city identity: “dein Braunschweig deine Stadt” (which translates to “your Braunschweig, your city”). The goal was to deliberately differentiate this new brand from existing municipal campaigns and to specifically reach people who no longer feel addressed by traditional city-center promotions. As part of the project, I also designed the corresponding landing page: www.deinbs.de. The main challenge was to create a visual identity that stands out, sparks curiosity, and breaks away from the familiar without feeling too loud or overly playful. The design had to be sustainable, recognizable, and flexible enough to support a wide range of actions and content over time.