Gemeente Beekdaelen is a fusion of different municipalities that needed to be brought closer together to create a uniform identity as one council. We created a new identity for all municipalities together, with which they can all identify, and rolled out the branding for Gemeente Beekdaelen.
Gemeente Beekdaelen is defined by its residents and visitors, not by its sights.Creating an innovative identity that suits all 15 of the fusing municipalities, with the technical challenges of recognisability and readability, was the great challenge that Chapters took on in branding Gemeente Beekdaelen with a new identity. An identity that brings unity and yet leaves enough room for flexibility. So that various municipal services can get started with it.
In all 15 municipalities, the landscape is a focal point - the place in which the residents live and work. It is the common thread that connects all municipalities involved. How we connect the core of each municipality and maintain the identity of each core within the new identity, formed our strategic base. For the rebranding, but especially for the new logo; a serene unity that carries out the new identity. The new identity was claimed instantly thanks to a brand activation launch, in which each former municipality received the new branding and logo simultaneously.
Gemeente Beekdaelen houses fifteen former municipalities. Each with their own residents, places, and experiences. Creating unity in this diversity formed the base for our concept - an identity in which everyone would feel at home.
The concept is based on the research of colour - the colour in which people literally feel most at home. Around this colour we created a palette of fortifying, calming, and accent colours. The main colour has a strong presence throughout the branding to create recognisability and identity.A clear story, a new style, a united feeling. No gray area, but a solid and contemporary brand full of color. A new municipality was born.
Living in the green landscape of Gemeente Beekdaelen is what connects the municipalities. The lifestyle is visualised in the design; the logo is the fingerprint of Gemeente Beekdaelen, shaped by the branches of green. The story has been sharpened. The new branding feels fresh, but familiar. The new identity of Gemeente Beekdaelen is claimed by the people and ready for the future.
The entire municipality of Gemeente Beekdaelen has been submerged in the new brand identity - from the street signs to the car signage. In addition to an extensive branding, we created visual assets, tools, and templates that the municipality can get started with. Every Instagram post, flyer, or banner fit in the new story consistently.
