The charming city of Utrecht is the fourth largest city in the Netherlands. Rich with culture, history and situated at the heart of the country’s business and tourist communities, the city was keen to develop a brand that encompassed all of its present-day innovation coupled with vibrant history that spans over 20 centuries.



We came up with a concept that would bring the citizens and visitors to Utrecht together. We created a colourful, Superman-inspired “U”, symbolising both the city’s name and as well as the readership – “You”. The playful take on a recognizable symbol draws citizens to “be a hero”, and get involved in everything the city has to offer. Like New York has the Big Apple, we gave Utrecht a Super inviting You.


Concept Solution

The compelling colours and topical copywriting provided powerful communication with this brand campaign. The concept was well received by inhabitants and visitors, and achieved a high seal of approval in the form of approval by the Dutch government. The brand was so highly praised, in fact, that additional cities have been scheduled to launch similar initiatives throughout The Netherlands.

viist: Utrecht

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