What is the company's profile

City of Chrzanów. A municipality located in southern Poland.

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What is the extent of tasks

A        Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B        Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C        Brand Appearance (Visual Needs Analysis, Brand's Visual Expression Concept, Information Architecture, Functional Design Systems, Brand Art Direction, Logomark, Logotype, Iconography, Brand Visual Architecture, Brand Color Palette, Brand Typography, Brand Graphics & Patterns, Imagery & Photography, Branding Guidelines, Grids, Brand Collateral, Stationary, Web & Digital Design, UX/UI Design).

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What are the objectives

A        To halt the population decline caused by residents moving to larger cities.

B        To increase the accessibility of City institutions by establishing a cohesive Visual Information System.

How we achieved the objectives

ad A        Brand communication strategy basis:
a.        Residents of Chrzanów are relocating to Krakow and Katowice–the largest nearby metropolises–primarily for job opportunities and the urban comforts.
b.        Sending a direct message to those residents who have already made the decision to move would likely be ineffective and unprofitable; therefore, it should be discarded.
c.        Instead, the message should be directed towards the residents of Krakow and Katowice who are in search of a quieter life that Chrzanów offers.

ad B        A series of slogans, such as (trans.) ‘In some cities, you breathe in smog. I am Chrzanów’ (‘I am Chrzanów’ meaning ‘I am screwing this’) exposes the downsides of living in the metropolis and, with a humorous twist, presents Chrzanów as an alternative.

ad C        Visual character, in accordance with the verbal one, discards the formulaic provincialism and presents the small town as modern and appealing to 'city slickers'. It employs vivid colours and geometry, dynamically utilises backgrounds and photographs, and above all, instils confidence with strong typography.

ad D        Each of the thematic categories (e.g. education or culture) has its own unique colour scheme and icon. This system enables residents to easily and quickly identify messages and points of interest. The high visual usability enhances not only the quality of life in urban landscapes but also assists the elderly or residents with increased needs.

ad E        The brand manual, designed to aid 20+ departments of the City Hall, comprises over 100 pages describing in detail over 50 elements of the city's Visual Identity System, such as document architecture, door plaques, digital materials, street signs, the coat of arms.