Entered by message Marketing & Communications GmbH

Mödling is a small city (population approx. 20.000), located roughly 14km south of Austria’s federal capital Vienna. Resulting from the urban regeneration department’s participatory process, elected politicians and the public agreed on the necessity to sharpen Mödling’s positioning and to strengthen its brand to aid the city’s development. Mödling is a city with an outstanding level of education and buying power. It is very rich culturally, with many artists in residence. Famous figures, such as the composer Beethoven, chose Mödling as their summer retreat. Mödling is well known for its beautiful historic quarters with still many owner-managed shops. Although Mödling is an important site for higher education (“HTL Mödling” is Austria’s biggest polytechnic institute), it has become difficult to successfully address young people’s needs, a reason for the city’s demographic ageing. Mödling’s public design mirrored this situation: the local newspaper, the city’s official website, the cultural programme, placards, etc. had no consistency. There was no contemporary design addressing young people. The objectives were to create a strong, rejuvenating brand for the city and develop a new, fresh design concept involving as many citizens as possible in the development process. To create a brand for the whole city – not just for the council!