Strijp-S

The question therefore shifts from How do we promote Strijp-S to Who do we want to be as Strijp-S? A brand does not emerge from what you say, but from what people feel, think and retell based on coherent experiences. For a place in development, that means stopping with separate campaigns and choosing a clear, stable starting point that can grow with the place.

Together with stakeholders, we choose to focus on liveliness as the distinctive value within the context of Brainport and Eindhoven. Not as an abstract label, but as a concrete promise. Strijp-S is not a fixed end state, but a place with room for different interpretations, ambitions and uses. That thought becomes the organising idea Everything you want it to be. An invitation that connects perspectives while still providing one clear direction.

The organizing idea functions as the strategic framework for everything that follows. It makes clear that Strijp-S does not prescribe what it must be but invites people to shape it together. For one person it is living, for another working, creating, building a business or meeting others. That multiplicity becomes the differentiator.

Our role is to articulate this choice sharply, test it for relevance, differentiation and feasibility, and facilitate alignment between stakeholders. From Everything you want it to be, a foundation emerges where communication, activation and further development connect logically, without having to redefine the story each time.

Embedding sits in the way the organizing idea guides policy, programming, communication and collaboration. It enables consistent action, even while the area continues to evolve. Strijp-S grows not from campaigns, but from a recognizable logic that remains true as the place develops.

In collaboration with:
• Jack Hock, Stichting Trudo