Hamburger Originale

HAMBURGER ORIGINALE is a cross-industry initiative that has united around 200 Hamburg companies since summer 2021. As a community of values, they've made it their mission to establish a modern, authentic image of Hamburg and create space and framework for diverse viewpoints and perspectives. From small businesses to non-profit organisations to large corporations, every player is equally involved and empowered to help achieve shared goals. The initiative stands for a Hamburg of diversity and contrast, openness and appreciation – a way of life that fills Hamburg residents with healthy pride and inspires people far beyond the city limits.

The community, founded during the first Covid lockdown, faced the task of developing an identity-shaping brand with the potential to build a vibrant community and allow all Hamburg residents to participate and belong – regardless of background. The challenge was therefore not just to develop a convincing brand identity, but also to build a lasting network that allows everyone who loves Hamburg to actively help shape the city's future. We developed the name HAMBURGER ORIGINALE, identifying as an "original" everyone who champions an inclusive, prejudice-free Hamburg.

The website, and above all the social media presences, serve as the initiative's digital hub, making the goals, projects and successes of HAMBURGER ORIGINALE visible.

To make the initiative visible across the city and across Germany, we developed an extensive out-of-home campaign that carries the commitment of HAMBURGER ORIGINALE into urban space.

To build a vibrant community, we developed and delivered a range of formats: from regular networking events and joint brainstorming sessions to public-facing actions. The social media channels became a platform for ongoing exchange and the presentation of success stories from the network.

HAMBURGER ORIGINALE has successfully established itself as a strong brand and active community. The visual identity creates strong recognition value and authentically conveys the initiative's values. The network is growing continuously and is developing into a relevant voice in and for Hamburg.

Through the consistent implementation of the communication concept across every channel, we've succeeded not just in creating awareness for the initiative, but also in launching concrete urban development projects. The events have become important meeting points, fostering exchange between different industries and company sizes.

HAMBURGER ORIGINALE now stands as a living example of successful network-building, carried by a clear brand identity and setting a tangible impulse for the urban community – for a Hamburg that's noticeably worth living in and loving, for everyone.