City Central helps new residents to integrate and contribute to the city of Groningen. I worked for months as a content strategist. Now, City Central is looking to expand its services to the northern provinces of the Netherlands. To reach this new objective, City Central initiated a conversation with Connect International to discuss a brand merger.

The brief was to reposition City Central and Connect International to reflect the brand merger, whilst respecting their different positioning and brand values. For 3 months, the objective was to create a clear brand architecture and a new identity that supports the vision of the new entity while reflecting the goals and values of both brands.

Role:

Market and Competition Analysis, User Research, Strategic Scenarios,  Prototyping, User Flow, UI Design, Client Presentation

Tools:

Slack, Figma, Adobe Illustrator

Challenge