Geneva Tourism — Branding , digital , campaign by twks: Beyond the postcard

The brief was clear: to update the visual identity of Geneva Tourism. We saw a broader ambition in it. To rethink the narrative. To broaden the perspective. To bring to life a cosmopolitan, vibrant Geneva, firmly rooted in the present day.

We have designed a system rather than a signature. A flexible visual language, capable of evolving over time and adapting to different contexts. A vibrant palette, inspired by the contrasts between the lake, the mineral landscape and the intensity of city life. An iconography centred on the residents, those who embody Geneva in everyday life.

Alongside this, a set of structuring tools: pictograms, stylised maps and digital interfaces. Each element has been designed to guide, connect and make the experience more accessible. The system creates connections, whilst leaving room for diverse expressions.

The brand identity is seamlessly integrated across all platforms, from digital to print, and from social media to urban signage. Every touchpoint extends the city’s reach. Every medium contributes to a cohesive and immersive experience.

A destination brand is not limited to representing a place. It influences the way it is perceived and shared. Through this new identity, Geneva Tourism is taking a clear stance: that of an open city, connected to the world, which breaks free from clichés and asserts its true uniqueness.

+25% increase in social media engagement within the first few months.

+30% increase in online bookings following the revamp.

A significant improvement in the perception of Geneva as a must-visit tourist destination (qualitative studies).

An identity praised by the local press.