Based on present planning projects in the city of Umeå, Sweden, we will in this paper study how imaginaries of the gender equal city is presented, filled with meaning and used in place marketing with the overall ambition to discuss the possibilities and pitfalls of what we call the gender equality planning strategy. The aim of the paper is to discuss the possibilities for changing gendered power relations, as well as other power relations related to class, race and sexuality through an analysis of local initiatives for a good city. The material consists of a case study with a focuson planning projects aiming at creating equal cities, such as improving accessibility in public space, gender aware analyses of the city’s symbols and decorations etc., and includes analyses of interviews, policy documents and media reports. The theoretical framework draws on the discussion of politicization and de-politicisation(Mouffe 2005) in relation to neo-liberal forms of rule where place-making and place-branding are rationalities that risk moving conflicting dimensions in society outside both planning and politics overall.