Monheim Mitte

Project timeline: 24 Months

Brand Strategy; Brand Story & Naming; Communication Strategy; Corporate Identity and Design; Digital Media Design; Marketing Communication

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In 2020, we began redesigning Monheim's city center, Monheim Mitte, to give it a more personable look that will allow local retail to thrive and give citizens a place to enjoy.

Schwitzke ID The Monheim Film

Task

City centers are losing their central anchor points due to business closures in retail and are becoming increasingly unattractive. So how do you give a city a new image? The inner city of Monheim was extensively redesigned. A marketing film developed by Schwitzke ID shows what makes the residents of the city on the Rhine happy.

Idea

The new concept turns the formerly closed shopping centers into a modern, open quarter in which shopping, working, living and going out are combined to create a new attitude towards life. Modern retail concepts are given a contemporary platform. The facades are given luminous, high shop windows that make you want to go on a shopping tour. The topic of art also plays an important role in emotionalizing and individualizing the new center of Monheim. The diverse art in public space reflects the city's high affinity for culture and the conviction that access to culture is a basic right for everyone.

Monheim connects people from all parts of the city with trade, gastronomy and leisure activities and thus creates places and spaces for encounters. Monheim Mitte with plenty of space for possibilities. A symbol of connectedness and kindness. The aim was to create a meeting place where shopping is combines an analogue and digitally networked experience. We started the strategy process for Monheim Mitte two years ago. Initially, it was about the strategic positioning and the development of the mission statement. We then developed the holistic brand design: from the classic corporate design and the guidelines, to a pedestrian guidance system, to the dealer database on the Monheim Mitte website as a dynamic business location.