Frankfurt am Main has excellent location qualities for companies of all sizes. The city is the economic and geographical centre of the FrankfurtRhineMain region. With its more than 43,000 economically active companies, it generates a quarter of the gross domestic product of the state of Hessen and, with 650,000 jobs, is the region's job engine. Around 757,765 people live in an area of 248 square kilometres.
Brand Portfolio & Architecture
Naming & Claiming
Brand Change Strategy
Service Provider & Agency Selection
The city achieves dynamism, stability and resilience to crises through a high diversity of resident companies. Although known primarily for its strong financial sector, Frankfurt am Main has diverse important target industries: Creative industries, IT and telecommunications, biotechnology and life sciences, logistics and industry. Swift and unobstructed access to the market is guaranteed by local institutions and educational establishments. The Frankfurt Business Development Agency is a competent contact for location issues and questions regarding the economic development of the city on the Main.
Together with the Economic Development Agency, GABC developed a clear, overarching positioning that bundled the various and previously independent competence centres for the different target industries. GABC facilitated this brand process collaboratively in various workshops together with numerous stakeholders. Great importance was placed on the planning of the implementation process - with the aim of making the new joint brand presence manageable and sustainably consistent. The aim of the process was to formulate a tender briefing and to accompany the agency selection process for the visual brand identity.
Today, the Frankfurt Economic Development Corporation represents the economic power of the city and the region with a unified stance and a visually consistent, concise appearance both at home and abroad. The implementation was then carried out by the brand agency Markwald Neusitzer Identity, which had won the tender.