Brightlands

Branding Communication Strategy

Brightlands

Knowledge That Pushes Boundaries

Challenge

Chemelot Campus in Sittard-Geleen had a bold ambition: to become a global hub for smart materials. But securing a strong international position takes more than technological innovation, research power, and solid business development. What was needed was a distinctive brand positioning that would amplify the ambition and communicate the story with conviction.

Idea

The breakthrough came from an unexpected angle: not by drawing boundaries, but by building connections. The opportunity to become and remain globally relevant grew by highlighting the strength of Limburg’s innovation ecosystem (including Maastricht Health Campus and the Kennis-As). From that conviction Brightlands arose: an overarching brand that unites four campuses and countless initiatives by one narrative. The brand strikes a balance between science and humanity, innovation and collaboration. The logo symbolises interconnectedness, while the tagline Tomorrow’s life captures Brightlands’ essence: the drive to push boundaries in search of solutions for tomorrow’s world.

Result

What began as a brand for a single campus evolved into the banner for an entire province. Today, Brightlands is an internationally recognised ecosystem of knowledge, innovation, and entrepreneurship. It is home to four campuses and thousands of researchers, students, and companies. The brand makes Limburg’s knowledge economy visible, strengthens ties with Flanders and North Rhine-Westphalia, and positions the South of the Netherlands as a breeding ground for sustainable progress.

Quote

Brightlands is growing steadily as a brand. But that’s only part of the story. It drives entrepreneurs, students, scientists, and policymakers every day to go all the way in pursuit of sustainability and health.

Key figures

15.975 involved students
16.125 innovative jobs
575 affiliated companies