Genk
— A city that dares to be real. Rooted in its mining past and driven by diversity, creativity and innovation, Genk steps into a new era with a brand identity that is as raw and authentic as the city itself.
Genk’s identity embraces what makes the city unique: raw, unpolished and honest. No façade, just a brand that feels warm, credible and unmistakably real, anchored in a brand concept that honours its mining roots.
The new brand architecture unites services and initiatives under one strong identity. Clear, recognisable and flexible enough to let Genk’s diversity shine.
“Da’s echt Genk” brings the brand to life. The launch campaign links Genk’s new promise to real and everyday proof: the places, people and projects that make the city proud. It shows that authenticity is not just a word but something you can see, feel and experience throughout Genk.
Genk enters a new era with a brand that unites its diversity, honours its heritage and dares to be unapologetically authentic.
For a city as dynamic as Genk, the brand identity had not kept pace. The existing branding was outdated, communication was fragmented, and the brand portfolio had become overly complex. The result was a diffuse image and very low attribution. While heritage remained strongly visible, Genk’s innovative power, diversity and warmth often went unnoticed. The challenge was to create a future-proof brand that is clear, recognizable and broadly embraced.
Process
Research, fieldwork and stakeholder sessions were combined with strategic workshops. By involving residents, employees and partners, we built a foundation that was widely supported across the city. While keeping the flexibility for unique initiatives to retain their own distinctive presence.
Brand Architecture
The objective was to unite all services, sites and initiatives under one strong parent brand, while allowing room for sub- and partner brands where strategically relevant. The result is a structure that brings consistency and recognizability,
Based on research, workshops and validation, a brand profile was developed that captures Genk’s unique strength. Four core values form the foundation:
- Community
- Authenticity
- Openness
- Quality of life
Genk is defined as a city that is energetic, bold, connecting and real.
The new branding highlights what makes Genk unique: its raw, unpolished and honest character. No façade or pretence, but a city proud of its mining past and the diversity of its people. This authenticity drives the visual identity, the tone of communication and the way the city presents itself. Warm, sincere and real, and because of that both credible and recognizable.
The rebranding positions Genk as a city that is proud of its past and ready for the future. A city that radiates warmth and diversity, while also showing courage and innovation. The new brand architecture and strategy provide clear direction for communication and policy, and a recognizable story that connects residents, visitors and partners.
