Known for its entrepreneurial spirit and vibrant community life, the Dutch city of Venlo has taken a collaborative, people-first approach to place branding. Leading this work is Venlo Partners, the city’s marketing and city management organisation. At the heart of the process: Inge van Roij, project lead for the new city brand, and Marcel Tabbers, director of Venlo Partners.
TPBO caught up with Inge and Marcel to explore how Venlo’s new brand identity came to life through deep listening, co-creation, and a belief in doing things together. Hear about the importance of events in shaping a city’s image, why a one-brand strategy makes sense, and what other places can learn from Venlo’s grounded yet ambitious approach to place branding.
Inge, Marcel — What motivated you to launch a new city brand for Venlo?
We needed a shared story. One that guides what we, as the city marketing organization, tell about Venlo and aligns with the municipality’s ambitions and public-affairs agenda. We want a narrative that connects people inside Venlo and attracts people from outside, especially young, educated talent, to help rebalance an aging, lower-income population profile.
The branding process seems to have been very collaborative. Was there anything that surprised you when listening to your residents and local stakeholders — and how did that shape the outcome?
We were truly surprised by the broad enthusiasm at every stage of the process. People from all corners of Venlo recognized themselves in the emerging story. And we reached agreement on the core values remarkably quickly. A clear sign that we had found something truly authentic.
When we invited external city marketer Richard Stomp to take an objective look, he noticed how strongly people feel connected to their own part of Venlo, yet how ready they are to stand together behind the bigger picture once they feel heard and represented. That insight helped us craft a positioning that respects local identities while celebrating our shared pride in being “from Venlo.” It also confirmed that our careful, participatory process – taking time instead of rushing – was the right approach.
You’ve chosen a one-brand strategy to bring together multiple audiences under a single narrative. What are the advantages of this approach, and what were the main challenges in aligning different voices?
Over the years, many different logos and communication styles had developed across Venlo. This led to fragmentation and missed opportunities to tell one strong story. With the new brand, we bring everything together under a clear, recognizable identity that everyone, including the municipality, uses consistently. Whether it appears on a city event, a local campaign, or an official municipal communication, it all contributes to one coherent image of Venlo.
At the same time, we’ve been very conscious to leave room for local character. Villages and neighborhoods can express their own tone and personality, but they remain visually and narratively connected to the larger Venlo identity. The rollout happens step by step, starting with key and visible places — including municipal signage and communication — and expanding naturally across the city.
Venlo is known for its events — not just in scale, but in how they connect people. How important are cultural and community events in strengthening the city’s brand?
They embody our core values and express what it truly means to be from Venlo. Events bring people together across generations and backgrounds — they create moments of shared pride, energy, and connection. Whether it’s a major festival that attracts visitors from far and wide, or a local celebration in one of our villages, every event tells a part of Venlo’s story in its own authentic way.
Through these experiences, people don’t just see the brand — they feel it. Events are living proof of our character: entrepreneurial people who celebrate life together. They show the world that Venlo is a place of initiative, creativity, and togetherness. A city that thrives on doing things together.
How do you ensure that the new place brand isn’t just a campaign, but something that’s genuinely lived across Venlo?
We didn’t invent Venlo’s DNA. We uncovered it together. Our role now is to make it felt in daily life, not just in communication materials. That means ensuring the brand belongs to everyone: residents, companies, cultural organizations, and community groups alike. By keeping it open and easy to use, we invite people to make it their own. The brand truly comes alive when it’s embraced, shared, and carried forward by the whole community.
Now that the new brand has officially launched, what indicators are you tracking to measure its success?
In the early phase, the most important KPI is resident recognition: do people see themselves in the brand? Next, we’ll focus on adoption by stakeholders—how widely the brand is used across partners and places. A successful launch means strong resident reach and clear activation by stakeholders so the story is carried broadly. Operationally, we’ll track usage of the open mark, number of adopters, visibility across touchpoints, and basic engagement signals.
Finally, reflecting on the process so far, what advice do you have for other cities looking to create a brand that feels both authentic and future-proof?
Follow a collaborative process: don’t just brief an agency. Work with the municipality and residents, and co-create. And take the time. Go step by step, involve people deeply, and have the courage to move at the pace. This delivers a brand people truly recognize as their own.
Thank you, Inge & Marcel!
To learn more, connect with Inge and Marcel on LinkedIn, or visit Venlo online. Find out more about the city branding of Venlo in our ‘Places to Watch’ showcase.
