Rebranding Paderborner Land
Winner
Excellent Brands
Tourism and Gastronomy
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 many regions merely claim diversity, TMC turns it into a clear brand idea for the Paderborner Land. The claim "unerwartet erstaunlich." ("unexpectedly astonishing.") is derived precisely from the destination's tourism perception and finds a distinctive visual counterpart in the logo with missing corners. What matters is the implementation: a consistent design system brings together print, outdoor advertising and digital applications across all ten municipalities, giving the destination a shared, resilient presence for the first time.
