At home at the Pier

Blankenberge was a city with heart but stuck in the wrong story. Outdated perceptions buried its charm, and it was time to rewrite the narrative. Enter Supermachine. Together with the city, we dove deep into Blankenberge’s essence, uncovering a place brimming with quirkyness, seaside soul, and a sense of belonging.

We started by asking the right questions: 1,122 survey responses, five focus groups, and over 30 in-depth interviews later, we had a crystal-clear picture of what makes Blankenberge tick. The result? A bold new identity grounded in unapologetic values like Perfectly Imperfect and The Sea is Sacred. These values became the foundation of a brand that’s refreshingly honest, vibrantly fun, and proudly itself.

At its heart, “Thuis aan de Pier” (At home at the Pier) became more than just a slogan. It’s a warm invitation to locals and visitors alike. A reminder that Blankenberge isn’t just a coastal destination, but a place where everyone feels they belong and can be themselves.

The transformation began with a manifesto video that captured Blankenberge at its purest. Iconic imagery of the Pier, the tranquil polders, and carefree young people set the scene for a city unafraid to be itself. The video, narrated by a local’s voice, stripped away distractions. No music, just their story, to reflect the unvarnished charm and unmistakable atmosphere of Blankenberge.

We choose to not use music to really capture the essence of the city in its authenticity.

This wasn’t just a video; it was a declaration of pride and belonging. Alongside the manifesto, a bold OOH and DOOH campaign brought “At Home at the Pier” to life, sparking a wave of pride among locals that naturally radiated outward. Digital billboards, supermarkets, and even YouTube and social media platforms like Google Display, Meta, and Snapchat became stages for Blankenberge’s authentic story.

With every frame and every word, the message was clear: Come as you are, shorts welcome, character appreciated.

Looking to see how this new identity extended into a vibrant summer celebration? Check out the case for “Summer at the Pier.”

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