“Strong locations do not arise by chance. They are not just “built”. They are perceived, evaluated, and classified as living and working spaces. Others have long known: In the competition for talent, capital, and ideas, it is not the loudest who wins. But the clearest in terms of “attitude and vision”. Those who do not tell their own stories leave them to others”. With this vision and self-understanding, Aachen launched its new Place Branding Initiative in the spring of 2026. Intentionally in a collective effort, driven not only by politics but significantly by the economy. Innovative designs and emotional messages are intended to give Aachen greater visibility on the national and international stage in order to attract and retain talent, companies, and investors.

In the webinar, initiator Carlo Matic will present the initiative to us.

Since 2026, Carlo Matic has officially been the Chairman of the association “Aachen Place Branding e.V.” and, together with the city of Aachen and many companies in the region, is building the brand “Aachen Ohne Limits” – Aachen’s new place branding campaign. In the webinar, he will share exciting insights into Aachen Ohne Limits and lessons learned on how other cities in Germany can redesign their branding.

Carlo Matic is an entrepreneur with over 30 years of experience. As one of the first interactive developers in Germany, he founded the digital brand studio "Interactive Pioneers GmbH“ in Aachen's Drehturm in 1997 and startups like supr.com. His investments include POWER+RADACH Werbeagentur, Drehturm Belvedere, and others.