One city, many needs: How do you tell one story to four different audiences?

For Hildegard Assies, Director of Breda Marketing, the core digital challenge was clear: “The challenge was to address not just residents and visitors, but also businesses and students, through our brand story and strategy.” While the city had previously considered these audiences, the ambition now was to broaden the platform’s scope, to create one cohesive digital destination that could serve multiple needs, across very different user journeys.
This raised a critical design question: “How do you build a platform that appeals to diverse audiences with distinct motivations, without fragmenting the experience or losing the user along the way?”
Traditional city platforms often segment audiences into rigid, separate landing pages, but Explore Breda wanted to break away from that outdated model. Someone could be an entrepreneur who lives in Breda, studies part-time, and enjoys going out in the city. Explore Breda wanted to reflect that real, layered experience of city life.
They aimed to create a smooth and unified platform where anyone could find what they need. At the same time, the team needed to keep the city’s identity strong and consistent, without overwhelming people with too much information.
This also meant thinking ahead. The platform had to be future-ready, able to grow and evolve with the city and its people. And it had to use data strategically to both inform and activate users, guiding them toward real engagement with everything Breda has to offer.