Why creativity drives the commercial value of a city
In our digital-first world a strong sense of place is becoming even more important as a grounding mechanism that allows people to feel more secure and in control.
Cities are far more than just functional locations of trade.
For a city to attract the right kind of people and businesses that are going to enable a flourishing environment of opportunity, it needs to be more than a network of infrastructure; holding a deeper emotional connection in the hearts of people.
Place branding is a term that we hadn't encountered before. It's defined as the strategic process of defining and managing the reputation and distinct identity of a city or place in order to help create the conditions under which desirable talent and business considers putting down roots.
It's more than just tourism marketing, it's forging a strong sense of place in the collective mind of markets looking for more permanent opportunities.
As a useful example of what this looks like in practice, Amsterdam's Zuidas district is well-known as a financial hub of the city, but is in serious lack of personality.... and, until recently, was not considered as a neighbourhood you'd want to live in on the weekend.
That was until the Victory Group and LMTD hired place branding agency DNCO to brand the district better.
What the DNCO team created was a simple, slightly unexpected line – a village for Zuidas – that underpins the entire identity.
Images courtesy of Creative Boom
A typeface was created, promotional signage was posted and a collection of great looking merchandise was produced...from coasters to tote bags...making the exercise not about visual communication, but more of holistic immersion into the unique, usable elements of the place.
In our digital-first world a strong sense of place is becoming even more important as a grounding mechanism that allows people to feel more secure and in control.
City districts do tend to develop unique characteristics on their own, but there is still lots of scope available to steer things in ideal directions. Branding landscapes as more than just tourist destinations feels like the next evolution in a preferable place making future.
More:
Abbey Bamford
