Nieuw Bergen: marketing an urban area

From the very first plans, it was clear that Nieuw Bergen would be an extraordinary project. In one bold move, Eindhoven’s compact city center gained over 220 sustainable homes, spread across seven uniquely designed buildings.

The striking design, crafted by a top international architecture firm, targets an audience ranging from the Brainport region to far corners of the world. Gewest13 handled the branding, website, and campaign.

“We were involved early in the process, even before the developer tender was decided. This early engagement gave us a significant advantage.”

Branding an Area
From the outset, we had one clear goal: how do we bring the unique character of this project to the right audience? With so much to communicate to various target groups, we wanted to avoid a generic story. Working closely with area developer SDK Vastgoed, we carefully shaped the Nieuw Bergen brand step by step. Branding sessions provided the foundation for the area’s identity. “We build the brand based on the core values that make Nieuw Bergen unique,” adds colleague Ruud van Esch. “The project is both iconic and metropolitan, yet it also embodies a sense of security and community. We then identified the target audience using demographic and lifestyle insights, creating a recognizable brand narrative.”

The full interview is available on the Nieuw Bergen website.