Genève Attractive — Branding , digital by twks: The media that loves Geneva  as much as you do

Services: Branding; Digital
Industries: Engagement; Institutional
Visit: geneve-attractive.ch

Geneva has an image problem. Not internationally, where the city has radiated for centuries. But at home. Too expensive, too institutional, too serious. A canton people leave at the weekend, not one they choose. Genève Attractive was born to change that narrative. A media platform carried by the Foundation for the Attractiveness of the Canton of Geneva, with a simple mission: inform, raise awareness, and show Genevans the major issues that shape the competitiveness and influence of their canton.

TWKS supported Genève Attractive in building its brand and producing content that finally shows the city differently.

A brand that owns it

Genève Attractive's branding doesn't play the postcard card. No Jet d'Eau, no Mont Blanc backdrop, no clichés. A confident logotype, a vivid colour palette, a dynamic graphic system that reflects the energy of a canton on the move. The "G" becomes the symbol of a city reinventing itself, not an institution admiring its own reflection. The brand speaks to curious, engaged Genevans who want to understand their territory and have a say in it.

Geneva like you've never seen it

Show Geneva in life mode. Not brochure mode. Dives into the lake, sun-drenched terraces, people running, reading, simply existing in the city. A human, accessible, desirable Geneva. These images become the visual foundation of all Genève Attractive's communications: articles, reels, carousels, social media. A photo library built to last, deployable across every format, giving every piece of content the same warmth and conviction.

Results

A coherent brand identity for an ambitious civic media platform. A photo shoot that renews Geneva's image from the inside. A visual system capable of carrying content as diverse as cantonal economics, quality of life and direct democracy, without ever losing its soul.