The Challenge
Heerlen has a strong identity, but it also carries a persistent image. The challenge: to develop a city brand that does justice to Heerlen’s history and uniqueness, while at the same time showcasing what the city has to offer today and tomorrow. To achieve this, Heerlen opted not for a traditional approach, but for a collective creative process. With a single, powerful brief, the municipality brought together 30 creative minds from Heerlen to contribute ideas for the new city brand from various perspectives.
The approach
During a three-day design sprint, participants worked intensively together on new ideas and concepts. With a tight schedule, a clear focus, and a healthy sense of pressure to perform, there was room for creativity, lively discussions, and surprising insights. At three inspiring locations, participants moved from initial ideas to concrete concepts. Under the guidance of The Next Lab, the process was structured to bring together diverse backgrounds, perspectives, and talents. The result was not only a number of strong concepts but also a group of people who, in a short time, bonded over a shared pride in Heerlen.
The result
After three days, five powerful concepts had emerged that together form the foundation for Heerlen’s new city brand, which will be launched in 2026. But perhaps the most important result was the process itself. A group of people who didn’t know each other beforehand quickly grew into a committed community. From doubt and a search for direction and trust, the energy, sense of connection, and pride in the city became evident. Proof that a city’s strength lies not only in the place itself, but above all in the people who shape it together.