AL – MA : Urban Docks

Client: Signa Real Estate

Brand Identity

Signa was developing a real estate project in Berlin-Spandau with a focus on a variety of state of the art sustainable construction methods and materials. With approximately 73,000 square meters of gross floor area spread across ten buildings, this project is set to redefine the urban landscape. The project's standout feature is its coveted waterfront location. With a beautiful shoreline on the one hand and a dock-like harbour feeling on the other.

New Area on the Horizon

trees along shore line of Havel river in Berlin Spandau

Harbour dock at Havel river in Berlin Spandau photographed for inspirational design process purpose

old building on construction site for development project near Spandau in Berlin

brick texture on building at construction grounds on Havel river for design process

stone texture of rocks at Havel River in Berlin Spandau for colour and texture inspiration in design process

photograph from the explorative design process visit to the Barberini Museum in Potsdam showing the entrance to the Impressionist Masters exhibition

view of the studio after the exploration visit to the Barberini Museum in Potsdam

photograph from the explorative design process visit to the Barberini Museum in Potsdam showing artwork at the Impressionist Masters exhibition

photograph from the explorative design process visit to the Barberini Museum in Potsdam showing detail of artwork at the Impressionist Masters exhibition

photograph from the explorative design process visit to the Barberini Museum in Potsdam showing architecture detail at the Impressionist Masters exhibition

view of the desk at the design studio after the exploration visit to the Barberini Museum in Potsdam

Inspired by the spontaneity of Impressionist masters, we began exploring Impressionism-inspired photography as an imagery concept for the project.

Led by the Magician brand archetype, experimentation included abstract materials and optical devices like prisms and reflective foils to represent the technological and scientific side of the concept representing the fusion of tech and science, adding a touch of wonder the branding.

A World in Flux

three fold brochure publication showing renderings of a newly developed real estate project together with design elements from the new branding

conceptual gif animation showing result of experimental design process

A visit to the Barberini Museum in Potsdam into the captivating natural worlds of Impressionism. “The play of light, vibrant colors, and spontaneous moments captured by the masters sparked the idea that the beauty and poetry of these fleeting moments can be found along the Havel river coastline,” says Alex Libotte. “Just as the future community of the Urban Docks boutique campus will experience them.”The interplay of light and shadows, the vibrant colors, and the transient nature of moments all became principles in the creative journey.

Research & Inspiration

The appearance of the brand identity for Urban Docks is a result of a conceptual fusion of nature, art, science, and high-tech. The various design elements undertake the task of interpreting these aspects and collectively form the appearance of Urban Docks. The convergence of nature and high-tech can be seen, for example, in the interplay between the straight lines and organic shapes of the logo and the forms of the graphics. Drawing inspiration from the floor plans of the planned Urban Docks buildings, the logo embodies the character and essence of the project. The elements of the logo are carefully crafted to evoke the materiality of the building materials within the key visuals. This unique combination provides a glimpse into the future of this new work-life campus in Berlin, showcasing its innovative and harmonious integration of technology, design, and nature. Our imagery and branding elements serve as a gateway to the unique experience and vibrant community that Urban Docks will offer.

The Dawn of a New Area

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