Eindhoven has a single brand strategy: all efforts for positioning the city as a technology, design and knowledge hotspot are based on an unequivocal visual identity. For its implementation, Eindhoven365 has established a designers’ collective, the so-called Virtual Design Agency. The members bundle their strengths to achieve the strongest possible effect; this is how the client bundles local creative talents and demonstrates how the Eindhoven ‘brand’ profits from the (design) talent in the city.

Where many municipalities hang onto a traditional approach, Eindhoven365 shows that it is not afraid to experiment and is aware of the importance of design for, amongst other things, city marketing. With the establishment of the Virtual Design Agency, Eindhoven365 has demonstrated exceptional vision with regard to design. The design studio’s they work with, such as Edhv, Raw Color, George & Harrisson, Eric de Haas and scherpontwerp, are an interesting mix of more established designers and upcoming talent.

The Best Client Award 2015 goes to city marketing organisation Eindhoven365, as best client in the field of design. According to the expert jury, Eindhoven365 dares to take a radical step and opt for an innovative strategy. The Virtual Design Agency is a ground-breaking experiment and the embodiment of a bold vision. It was a risk well worth taking, and has succeeded in establishing Eindhoven as a vibrant, powerful brand. The smart visual system makes the style scalable, open to a wide variety of applications, and with this, future-proof. The design agencies with which Eindhoven365 collaborates (among them Edhv, HeyHeydehaas, George & Harrison, Raw Color and Scherpontwerp) represent a compelling mix of established names and fledgling talent. The committee is awarding the prize to Eindhoven365 in recognition of what can be achieved by daring to pursue a less orthodox approach.