Case Study: City of Vienna strengthens citizen services and brand clarity with Saffron Brand Consultants

City of Vienna streamlines 70+ departments and amortizes brand costs in 2 years with Saffron Brand Consultants

The City of Vienna, consistently ranked the world's most liveable city, faced a challenge with its complicated and inefficient brand architecture. With over 70 departments using myriad sub-brands, communications were obscured for residents and staff. The city engaged Saffron Brand Consultants to develop a new brand strategy and identity to better serve its diverse population and unite its civil servants.

Saffron implemented a new monolithic brand architecture and a central brand idea, "Der Mensch in der Mitte" (The Human at the Heart), to unify all departments. This included a new visual identity with a bespoke typeface and a streamlined system that made city services easier to identify and access. The project provided real value for taxpayers, with initial costs expected to amortize within two years due to savings from the new efficient architecture. Saffron's work resulted in a unified brand that supports Vienna's ambition to remain a world-leading city.

City of Vienna