Gemeente Helmond

City branding and positioning strategy for upscaling the city of Helmond

Services

City branding, Positioning strategy, Visual culture, Brand activation, Co-creation & Participation

Visual identity for City Branding Helmond

As the Brainport region evolves into a leading European hub for technology and innovation, with global players like ASML and NXP driving its momentum, the city’s Schaalsprong represents more than an increase in scale. It is an opportunity to strengthen Helmond’s identity and define its role within the future of the region.

Anticipating significant urban growth, the city recognized the need for more than just expansion and asked us to develop a positioning strategy to help guide this transformation. It required a clear, future-facing narrative; one that could steer development sustainably, while building broad support within the local community.

At Edhv, we were tasked with shaping that ambition. Our role was to translate Helmond’s industrial DNA and pragmatic character into a city branding and positioning strategy that looks ahead; confidently and cohesively.

Helmond Positioning strategy statement quote in a book

City in the Making

After a series of worksessions and interviews, we developed a strategic framework grounded in four key pillars:

A future-proof makers’ city
A resilient and inclusive society
A talented and skilled population
A green and sustainable environment

These pillars serve as guiding principles for Helmond’s long-term development, across city branding, spatial planning, education, economic strategy, and community engagement. Together, they anchor the city’s transformation, ensuring it remains true to its roots while embracing the challenges and opportunities of tomorrow.

Helmond positioning strategy framework based on four pillars presented visually in a book

A forward Visual Culture

To give shape to this positioning strategy, we defined a visual language that reflects Helmond’s unique character. Documentary-style photography captures the city in a raw, authentic way, portraying a place deeply rooted in its industrial past, yet wide open to progress. Photographers were carefully selected based their expertise and skills, ensuring they could translate Helmond’s character and energy into compelling, truthful images.

This visual culture acts as a compass. It provides a clear profile, consistency, and identity, helping Helmond navigate its transition with purpose and direction.

A strategic and visual foundation for its next phase of growth, with a positioning that connects the city’s identity, ambitions and development and provides a shared direction for the future.

The strategy also became a starting point for Stadsmakerij, where the identity is activated through conversations, workshops and collaboration with residents and stakeholders. The aim is to turn ideas into action and keep the dialogue around Helmond’s future moving.

The positioning laid the foundation for the new identity of Ter AA, connecting the educational institution more closely to Helmond’s identity, regional strengths and the future of technical education.

Next project

Future in the making

Brand identity and positioning strategy for technical education in a growing city