Bielefeld is often mocked. Some people even claim that this city doesn’t exist. For years the city image has fluctuated between boring, provincial and unattractive. The conception and design of an image campaign for the city of Bielefeld, formed the centre point of my master thesis. The aim of the campaign is to set the negative and widely spread rural city image in positive perspective and to show that Bielefeld has absolutely a lot to offer. In the centre of the design instead of the usual advertising photos, are 50 colourful, digital illustrations of Bielefeld buildings. Using the illustrations, amongst other things, promotional posters, advertisement and merchandising articles are produced and modulated; from postcards to jute bags.