“share the city” by perspective.Brussels
About the programme
Share the City is the public-facing communication for the Brussels-Capital Region’s revision of the PRAS (Plan Régional d’Affectation du Sol) — a long, multi-phase process inviting residents to understand, react, and help shape the city’s future. The online hub explains the stakes and gives citizens a way to follow and engage the journey.
in brief — challenge → move → outcome
Challenge
Many institutions, technical stakes, public scrutiny; build one accessible, trustworthy story.
Move
Co-develop creative direction and content: narrative spine, editorial architecture, five-step journey, strategic orientations, and documentation hub.
Outcome
A Brussels-ready, citizen-centred platform that stands up to scrutiny and keeps Perspective.brussels’ authorship intact.
Context — many actors, one public narrative
Revising the PRAS is complex: five formal phases (from diagnosis to adoption) and a broad coalition of public bodies and civic actors, all under close scrutiny in Brussels. The site structures this path (diagnostic → strategic orientations → draft PRAS → project PRAS → adoption) and publishes reference documents to keep the process transparent.
The challenge
Create a coherent, accessible narrative for a technical, high-stakes policy process — one that multiple institutions can stand behind, that citizens can actually use, and that media and stakeholders can trust. Keep authorship with Perspective.brussels while making the message easy to carry across channels.
Our role : discreet co-pilot, inside your rhythm
We partnered with Perspective.brussels to co-develop the programme’s creative direction and content framework — shaping the story, structuring the online hub, and crafting the language so it reads as theirs and withstands public and political scrutiny.
what we built
- Narrative spine — a shared storyline that makes the PRAS revision intelligible to non-experts while respecting institutional nuance.
- Editorial architecture — content organised around Why/What/How with plain-language panels for the PRAS, diagnostic and 14 strategic orientations grouped under climate & biodiversity, social justice, and urban economies.
- Journey mapping — the five official steps presented as a clear path citizens can follow; each step paired with participation touchpoints and updates.
- Documentation surfacing — key publications and summaries presented for download, so experts and media can cite with confidence.
- Inclusive access — FR/NL/EN entry points, responsive layouts, and plain-language copy to widen participation.
Outcomes — recognisably perspective.brussels, built for Brussels and Europe
- A single public narrative that aligns institutions and invites citizens in — not just a campaign, but a durable public reference.
- A transparent, step-by-step platform that helps stakeholders track decisions and engage at the right moment.
- Content readers can scan or study — with documents, phases and orientations in one place — while authorship remains with Perspective.brussels.
