Visit Hasselt

Visit Hasselt had evolved — or rather: devolved — its brand identity throughout the years. Up to a point where it lacked distinctiveness. A damn shame! Considering Hasselt is a cozy, vibrant city that oozes a unique character.

They needed a clear-cut direction and brand identity to go along with it. So we built the 'Smaakmaker Spraakmaker' campaign as a verbal and visual front that's representative of the city's diverse tourist offerings.

Photography campaign images
Frank Gielen

Animations
Joren Peters
Animation visual HasPas
Shtick
Website
visithasselt.be
web_VISITHASSELT_Haspas_1
HasPAs_1080x1080_Shtick-1
web_VISITHASSELT_Haspas_3
Campaign name

A city and its culture are shaped by its inhabitants. From regular Joe to the Mayor, from its artists to its entrepreneurs. Like characters in a play. And Hasselt has a diverse cast of characters.

'Smaakmaker Spraakmaker' (roughly translates to 'Tastemaker, Conversation starter') elevates the city's inhabitants to prime actors in the play. It reinforces the city's sense of authenticity and the idea of being 'people-powered'.

Hasselt is also known for being 'The city of taste'. To be interpreted in any way one might like. With the new campaign name, we are taking this old passive punchline and making it active. And above all: we're sticking a face (or many faces) on it.

VisitHasselt_11
Logo system

The logo takes the campaign name and incorporates it into a visual system: a frame. We’re putting a frame around Hasselt, its offerings, and most of all its people. The people inside the frame are ‘Smaakmakers, Spraakmakers’. They provide taste to Hasselt, they get people talking.

Artboard-6@2x-100
1@2x-100
Artboard-11@2x-100
VisitHasselt_08
Brand artifacts

Fun and playful visual cues are either connected to the city’s history (the nut and stag) or refer to one's senses that are stimulated when visiting Hasselt: lots to see, lots to hear, lots to taste, lots to talk about.

VisitHasselt_07
VisitHasselt_06
2@2x-100
web_VISITHASSELT11
web_VISITHASSELT13
VisitHasselt_08
City of colors

For being a relatively small city, Hasselt has a broad and diverse range of different tourist offerings. We settled on a diverse and vibrant color pallet that accentuates this vastness.

VisitHasselt_14
VisitHasselt_16
VisitHasselt_15
VisitHasselt_13
Tekengebied-1@2x-100
web_VISITHASSELT5

+32 (0)476 64 69 13
hello@lexandturner.com
Leopoldplein 40/1
3500 Hasselt, Belgium

Get the latest insights. Subscribe to our newsletter 

© lex&turner2022