New Visual Identity of Frankfurt am Main — Anna Wäckerle

Behance  Instagram
Frankfurt, the city of controversy.
As Germany‘s fifth-largest city, Frankfurt am Main has quite a bad reputation among Millenials and Gen Z. On the internet, especially on Instagram, memes circulate that make fun of the youth and the living conditions there.
The city‘s new visual identity and image campaign aims to work against this bad image. The campaign, which is a kind of scavenger hunt to Frankfurt‘s cultural, architectural and culinary treasures, is primarily intended to appeal to young tourists aged 18-25 and show them a new Frankfurt that combines modernity and history in equal measure. Tourists of this age usually do not book sightseeing tours and want to explore the city on their own. The new and fresh visual identity is intended to appeal to tourists and citizens alike and, through the repeated elements, to create a graphic connection to their emotions with their city.

Branding
Interactive campaign