Rebranding Paderborner Land
Winner
Excellent Brands
Corporate Brand of the Year
Details
Ten municipalities, one tourist region – but no uniform brand identity. As part of a tender process, the Brandwork team developed a brand strategy that focuses on the surprising diversity of the Paderborn region. The slogan “unexpectedly amazing.” sums up the “aha” effect that visitors experience. The logo concept, with its deliberately “missing corners,” visualizes this unexpectedness – the viewer stumbles, becomes curious, discovers. Print, outdoor advertising, and digital channels follow a consistent design system that unites all ten municipalities under one strong umbrella brand for the first time.
The Jury‘s Statement
Where ten municipalities previously stood side by side with their own tourism identities, TMC establishes a shared brand idea for Paderborner Land. The positioning takes the gap between rural expectation and actual diversity seriously and condenses it into the claim “unerwartet erstaunlich.” (“unexpectedly astonishing.”) as a clear statement. Logo, colour system and applications continue this guiding idea with formal discipline. The result is an umbrella brand that does not smooth out differences, but gives them a shared framework.
