About the news
Klaipėda is introducing its new brand, “Klaipėd’ON” – a city that recharges. It is a unified events, tourism and city image platform that brings together everything the city is about today into one system, making it easier for both Klaipėda residents and the city’s visitors and partners to discover.
The unified platform provides information about events in Klaipėda, interesting places, routes, recommendations from locals, experiences, city stories, accommodation options and new reasons to spend time in Klaipėda. The purpose of “Klaipėd’ON” is not only to inform people about what is happening in the city, but also to tell a consistent story about Klaipėda, its people, places, culture, sea, port and everyday life – all in one place.
What’s happening – all in one place
Every day, more happens in Klaipėda than we often manage to notice. Events, new places, culture, people, city stories and different experiences have so far been scattered across different information channels, making it difficult even for locals to see everything the city has to offer.
The new klaipedon.lt website will help people decide what to do in the city today, over the coming weekend or during a longer stay. The newly launched platform will also serve a very practical purpose – helping people quickly find out what is happening in the city right now, what is worth seeing, where to go and how to plan their time.
“The new ‘Klaipėd’ON’ brand gives the city’s events and experiences a single direction, while the information system will help residents and visitors more easily discover what is happening in the city, make their plans and take advantage of opportunities to experience Klaipėda at different times of the year. It is especially valuable that, alongside major events, we will be able to showcase smaller initiatives, interesting places and the people who create the city’s everyday life. All events taking place in the city will be presented on one unified platform, so neither residents nor tourists will have to search for information across different websites,” says Romena Savickienė, Director of the Klaipėda Tourism Information Centre.
The brand will speak in the voice of a curious local – simply, warmly and directly. It will not only help people plan their time, but also feel closer to the life of the city. Its content will adapt to the season, weather and rhythm of the city: one day it might suggest a plan for after work, the next an idea for the weekend or an opportunity to discover a lesser-known place in Klaipėda.
What “Klaipėd’ON” means
The brand positioning and visual identity were created by “Godspeed” agency. They build on the approved Klaipėda city image marketing strategy and the “Judantis miestas” (“A City in Motion”) campaign, which is aimed at professionals from other major cities who are tired of constant stress and looking for a slower, yet higher-quality pace of life.
“When developing the positioning and visual identity, we were looking for an expression of a city that is constantly changing. The Klaipėda sky takes on different colours throughout the day, so it became a natural foundation for a brand that speaks about what is happening in the city right now. This led to a flexible visual system that extends Klaipėda’s city identity and can adapt to different events, seasons and city stories,” says Ieva Zajankauskaitė, Head of “Godspeed” agency.
“Klaipėd’ON” extends the direction of Klaipėda’s city identity and transforms it into an always-on city image platform that tells stories not only about Klaipėda as a place, but also about the life, people, culture and experiences happening within it. In the brand, Klaipėda becomes the centre of the story, while the word “ON” works as an international signal meaning “switched on”, “happening” and “live now” – easily understood without translation.
The identity draws inspiration from the natural backdrop of the seaside region – the sky and its ever-changing colours. This visual language is complemented by documentary-style city photography capturing people, places and moments.