The basis of this project was to choose a past work and create a brand from it. The brand had to expand on the previous project’s concept through use of color, typography, and imagery. Overall, the project had to include an identity, communications package, and multiple touch points in order to utilize and show how the brand assets would be used.
Berlin Board of Tourism brand is based on the German Avant Garde culture from Post World War I era (1920s-1930s). Imagery from art created in Germany (past and present) along with historical sites was used to give real examples of the culture of Berlin. Brand colors are derived from the German flag, and asymmetrical shapes and overlays were used to create the feeling of spontaneity. The brand is meant to appeal to millennials and baby-boomers, with its emphasis on history and overall edgy marketing.