Zomer aan de Pier

After helping shape Blankenberge’s new city branding, we were asked to translate that renewed identity into a high-impact summer campaign. “Zomer aan de Pier” (Summer at the Pier) became much more than an event, it was a seasonal branding concept designed to elevate the city’s image and reintroduce Blankenberge as a vibrant, welcoming coastal destination.

I was responsible for developing the campaign branding and visual identity, from the very first concept to the full rollout across digital and physical channels. One of my main goals was to evoke a sense of nostalgia and summer joy, without falling into anything outdated or dusty. I wanted the branding to feel warm, playful and familiar, while still carrying a contemporary and inviting tone.

To strike that balance, I designed a style that references vintage seaside posters, but with a modern twist. The typography was bold but friendly, the layout airy and rhythmic, and the color palette was directly inspired by Blankenberge’s city branding, bringing in recognizability while giving it a sunnier, seasonal spin.

The Belgium Pier became the central symbol in the campaign: iconic, unique, and proud. I developed a logo and visual framework that gave the Pier a stage, both literally and symbolically. That identity extended into posters, animations, social assets, signage, and promotional materials for events ranging from DJ sets and football screenings to Mardi Gras and Zomerhit.

Importantly, we excluded the city name in the branding itself a strategic decision to break stereotypes and make the campaign feel broader, fresher, and less tied to any preconceived ideas about Blankenberge. This gave the concept space to surprise people and it worked.

The branding was rolled out across high-visibility platforms:
OOH in train stations and city hotspots
Animated digital ads on HLN, Streamz, VTM GO
Social media, SEA, and onsite signage

With over 7 million online impressions, 2 million+ OOH contacts, and a fully booked summer program, Zomer aan de Pier didn’t just draw people in it gave Blankenberge a new visual rhythm to dance to.