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A glance at the city map of Mannheim clearly shows that the gridded city layout is the defining feature of the City of Squares. The claim \u00bbLife squared\u00ab focussed on this aspect and was intended to communicate Mannheim’s potential. In practice, it was difficult to bridge the gap between the abstract city plan and the relevant message. What does \u00bbLife squared\u00ab mean? How can a story be told with this brand?
EMBASSY was called in to evaluate and to refine the brand together with the city’s marketing department. The approaches for refining the brand were developed in a streamlined process in close consultation with the responsible committees and in short workshops.
During the process, we uncovered a unifying motif that runs through the biographies of the 18th century Huguenots, the inventors of the 19th century,<\/p>\n
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the 20th century wit its guest workers and the new Mannheimers of the 21st century: all came to Mannheim in search of a better future.
This gave rise to a new claim that put the people who live and work in Mannheim centre stage instead of the buildings: \u00bbThe future is made in Mannheim.\u00ab Values, vision and mission as well as messages on the relevant location topics of business, education, culture, social affairs, tourism and history were developed in close consultation with the client.
\u00bbThe future is made in Mannheim\u00ab is at the centre of the lives of Mannheim’s residents and those who want to become one. The new message was integrated into the visual identity and has formed the common thread for numerous activities, initiatives and campaigns of the Mannheim city marketing department since summer 2016.<\/p>\n
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How Mannheim progressed from a descriptive brand to an engaging story.EMBASSY helped the city of Mannheim evolve from an abstract description of the City of Squares to a concrete promise for the population and newcomers. The unifying motif for Mannheim residents and newcomers is the desire to build a better future for themselves, their families […]<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":28921,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"projekte-pagination.php","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-29566","page","type-page","status-publish","hentry"],"yoast_head":"\n