Ville de Carouge — Branding , campaign by twks: Welcome elsewhere

The parenthesis doesn't stay a figure of speech. It's written into the logo. The O in CAROUGE opens up. It becomes a round bracket, an empty space at the heart of the word. One change of shape says it all: Carouge as an interlude, a breath in the middle of everything else.

Season after season, that parenthesis hosts the work of a different illustrator.

A tagline built as brand territory, not as wordplay.
 "Welcome elsewhere" rests on a simple insight: Carouge never had to choose between its roots and its openness, it turned both into a single promise. The tagline works on two levels. It tells you where the town comes from, a town that arrived from elsewhere. And it tells you who it speaks to: anyone from elsewhere is home here. One brand territory, two benefits: historical legitimacy on one side, a promise of welcome on the other.

For the first season, only one choice made sense: a set of eyes born right here. The work of panpancucul.com, a Carouge native, dresses the streets in hand-drawn black-and-white characters who comment on the town in real time. Three threads run through it: the plurality of its people, its food, its art market and culture. On shop windows, the speech bubbles echo the tone you actually hear on the street.

No campaign floating above the town. Carouge's own streets become the playground. The system settles wherever the town is lived day to day: postcards, tote bags, posters on street furniture, window stickers, water bottles, shopfront banners. The drawn characters land on real photographs of Carouge's streets. Line meets cobblestone, fiction meets the corner shop.

In Carouge, the accent isn't erased. It's printed on every shop window.