Hamburg HafenCity Branding

HafenCity is a new district in Hamburg. The city branding case of HafenCity Hamburg - 'Hello! HCH!' (Hello! HafenCity Hamburg!) uses music to connect people with the city, people can feel HafenCity with music and they can also create music from Hafencity. The brand communication consists of three parts. The first part is the HafenCity visual identity (e.g.dynamic logo). The second part is the App, with which users can create and listen to music from HafenCity and thus explore HafenCity and its sound. HCH music festival is also an important part of communication. It's to draw the audience's attention to HafenCity.