Maastricht Marketing
Mastering balance
Challenge
Maastricht is a city of contrasts: intimate yet international, classical yet forward-thinking, bold yet refined. But the full scope of that character wasn’t reflected in its city brand. With the ambition to evolve into a Blue Zone region, where healthy and meaningful living take centre stage, the city stood on the brink of a new direction. This vision called for branding and communication that not only seduce visitors, but also conveys the values of balance, quality, and connection. The soul of Maastricht needed to be recaptured in a brand that shows how innovation and the art of living naturally converge here.
Idea
In Maastricht, opposites don’t clash but find balance. That insight became the compass for the rebranding. It led to a city brand that doesn’t choose between old and new, or calm and energy, but instead draws its appeal from the natural tension between them. The interplay of contrast and harmony runs like a thread through the brand: visible in the visual identity, audible in the copy, and tangible in every campaign and communication tool we develop. This is how seduction takes shape, and balance becomes meaningful.
Result
The new city branding strengthens Maastricht and brings coherence and impact. Partners, institutions, and residents recognize themselves in a single story: a city that balances strength and sophistication. The open-source brand makes it easy for everyone to contribute to Maastricht’s narrative alongside Maastricht Marketing. The brand grows from shared pride and engagement, making the city more visible, recognisable, and attractive from within and outward. Maastricht was awarded City Brand of the Year in 2025, confirming its successful approach.
Credits
- Photography: Hugo Thomassen
- Graphic design collaboration: Miranda Reijnders
Want to know more?
Carlijn van Selst
carlijn@tdzuiderlicht.com