A new positioning for the Twente region — KERN Strategic Brand Design Agency

We collaborated with TickTickBoom on this project from day one. We developed a completely new brand strategy and positioning for the Twente Region. With the slogan ‘Got it together.’, we managed to succinctly capture the essence of the Twente region in words.

The guiding principles for the renewed brand are the distinctive character of Twente, its historical strength, and the versatility of the region, all contained within a flexible visual identity. With this, we have established a brand that makes tangible what Twente has to offer.

The visual language is distilled from so-called stiepeltekens. These are large woodcarving symbols that were traditionally placed on Twente farmhouses. In doing so, we pay tribute to Twente's rich past. Combined with the extensive color palette and clean, friendly typography, we developed a corporate identity where flexibility is key.

In the campaign execution, the moments you experience and the memories you create in Twente take center stage. We zoom in on the moment where you can identify with the images, making the multifaceted and typically Twente character tangible.

By linking the moments in photography and video to the new visual language, color palette, and typography, we create a visual identity that is close to the region in every aspect. In our imagery, we focus on various moments that we magnify, thus showcasing Twente's versatility. This versatility is a distinguishing strength compared to competing regions and reinforces the core message: ‘Got it together.’

The guiding principles for the renewed brand are the distinctive character of Twente, its historical strength, and the versatility of the region, all contained within a flexible visual identity. With this, we have established a brand that makes tangible what Twente has to offer.

The visual language is distilled from so-called stiepeltekens. These are large woodcarving symbols that were traditionally placed on Twente farmhouses. In doing so, we pay tribute to Twente's rich past. Combined with the extensive color palette and clean, friendly typography, we developed a corporate identity where flexibility is key.

In the campaign execution, the moments you experience and the memories you create in Twente take center stage. We zoom in on the moment where you can identify with the images, making the multifaceted and typically Twente character tangible.

By linking the moments in photography and video to the new visual language, color palette, and typography, we create a visual identity that is close to the region in every aspect. In our imagery, we focus on various moments that we magnify, thus showcasing Twente's versatility. This versatility is a distinguishing strength compared to competing regions and reinforces the core message: ‘Got it together.’

The new positioning calls for proof. That is why we developed a campaign strategy that first loads the brand and then makes it increasingly concrete through successive layers; from a brand campaign that brings the ‘understated rebel’ to life, via an always-on campaign that centers on Twente’s versatility, to in-depth content about locations, entrepreneurs, events, and themes. Each level builds upon the previous one. Together, they prove that Twente has got it together.

Following the major brand launch at a dedicated event, we developed various campaigns aimed at different target groups and at different levels.

Initially, the campaigns focused on the brand level, allowing residents, partners, and stakeholders to become familiar with the new face of their region. Later, always-on campaigns followed to attract visitors to the region based on the overarching message: the versatility of Twente.

The high-level campaigns are complemented by thematic campaigns, event promotion, and all kinds of partner posts on social media. Additionally, plans are being made for a loyalty card for visitors and residents, merchandise, and much more.

A fantastic team on the client side and an old-school collaboration with TickTickBoom contributed to the strength of this project.

Following the major brand launch at a dedicated event, we developed various campaigns aimed at different target groups and at different levels.

Initially, the campaigns focused on the brand level, allowing residents, partners, and stakeholders to become familiar with the new face of their region. Later, always-on campaigns followed to attract visitors to the region based on the overarching message: the versatility of Twente.

The high-level campaigns are complemented by thematic campaigns, event promotion, and all kinds of partner posts on social media. Additionally, plans are being made for a loyalty card for visitors and residents, merchandise, and much more.

A fantastic team on the client side and an old-school collaboration with TickTickBoom contributed to the strength of this project.

Brand strategy, design and activation in collaboration with: TickTickBoom • Photography: Melvin Winkeler • Animations: Anymazed • Audiologo & sound design: Joep Wiertz • Film: Noah van der Heide • Typeface: Juneau (Typemates)