“Does a Facebook page with 50k likes have potential for more?”
was the founders’ first question about GEHEIMTIPP STUTTGART. “Of course!” was our answer. “GEHEIMTIPP STUTTGART is crying out for a business idea.”
Special. Secret. Tip.
First, a target group, market and competitor analysis was carried out to establish the unique selling point and values of the still unpolished, unknown Geheimtipp Stuttgart brand.
As the core idea, we placed the key words special, secret and tip at the centre and derived their meaning: 1. Being special significantly increases recognition and lifts you out of the crowd. 2. A secret is sensitive information kept within a small circle of insiders. 3. A tip is exclusive information. From this we developed the slogans “Experience the special”, “The special for Stuttgart” and “Especially for Stuttgart”.
Stuttgart’s most beautiful stars
From this foundation, the idea for logo and claim emerged: we drew a parallel to constellations. Stars have always played an important role in every culture and inspired the human imagination — and they serve as guides. But which star counts as special in a galaxy of millions? The concept of Stuttgart’s most beautiful stars was born and immediately won the client over. For the colour scheme we chose an elegant gold combined with refined black, creating the desired eye-catching contrast.
The special stands out
Alongside the Facebook page, the web portal was to become the first port of call in Stuttgart for insider tips, trends and other special finds. At the same time, the screen design was to align with the newly developed corporate design.
To deliberately set itself apart from other Stuttgart event portals overloaded with information, our design consistently prioritised usability, clarity and a focus on individual articles. The special should stand out instead of drowning in the flood of information. To be ready for the future, the website was built for mobile devices and powered by the robust content management system Drupal.
From portal to paper
The Geheimtipp Stuttgart brand developed well, expanded to further channels (Instagram, YouTube and more) and kept growing its Facebook community. Time for the next step: the Geheimtipp Stuttgart magazine.
Thanks to outstanding feedback and enormous demand, the first “annual magazine” with a print run of 10,000 copies sold out in no time. Seasonal issues for spring, summer, autumn and winter followed with a higher print run of 15,000. Alongside seasonal insider tips, Stuttgart start-ups, music, travel tips, trends and events all find their place in the nearly 100-page magazine.
“What emerged is a special brand. The brand for Stuttgart.”
We are excited to see where the Geheimtipp Stuttgart success story goes next — and look forward to realising more exciting projects with our satisfied client.
