Thuis aan de Pier

Rebranding campaign for Blankenberge

Blankenberge had the heart, the charm, and the people but not the image to match. Its identity was stuck in outdated clichés, and the city deserved better. That’s why, together with an amazing team, we set out to create a brand that reflected what Blankenberge truly is: quirky, warm, imperfect in the best way and proud of it.

This was more than a campaign; it was a strategic rebranding to give the city a fresh and honest new image. I was involved from the early stages, helping to shape the brand strategy and creative direction. I co-developed the core concept and manifesto, translated our insights into visuals, and worked on both the pre- and post-production of the video. I also helped craft the outdoor campaign, designing bold and honest posters that brought the story to the streets.

We started by digging deep over 1,000 survey respondents, focus groups, and interviews with locals helped us get to the heart of Blankenberge’s identity. The outcome was a bold positioning built around values like Perfectly Imperfect and The Sea is Sacred. These ideas weren’t invented they were discovered.

The heart of the campaign was the manifesto video. Instead of flashy visuals or upbeat music, we went for something real: pure imagery of Blankenberge and a voice-over by a local, unfiltered and proud. It was a conscious choice not to use music we wanted the city to speak for itself.

The brand rolled out across 25+ hyperlocal OOH and DOOH locations, as well as digital platforms like YouTube, Meta, and Snapchat. With every visual, whether on a supermarket billboard or in someone’s feed we reinforced one message: “Thuis aan de Pier” (At home at the Pier) isn’t just a slogan. It’s a feeling. Come as you are, shorts welcome, character appreciated.

This project was a beautiful example of how strategy, storytelling, and design can shift perception and of how proud a city can be when it finally sees itself reflected honestly.