70 Metres of Brand: A Wayfinding Experience for Mercedes Platz
Creating an arrival experience to boost the anticipation of Mercedes Platz in Berlin.
Role:
Graphic Design
Field:
Out of home
Duration:
2 months
Challenges
The client requested a creative solution to cover the construction site fence leading to Mercedes Platz, which would remain in place for four years until the new skyscraper was completed. The goal was to use this space to promote Mercedes Platz in an engaging and playful manner. Our brief encouraged us to think freely and creatively, exploring a wide range of possibilities. After extensive research and collaboration with my team, we refined our ideas, ultimately selecting those that were both feasible and within budget.
Approach
We combined two key elements to create the ideal wall for our client: playful wayfinding text and organic shapes reminiscent of paper cutouts with a three-dimensional, flowing feel. As the project designer, I handcrafted each shape and arranged them along the 70-meter fence, integrating them with the text written by our copywriter. I also elevated the Mercedes Platz color palette to add depth and dimension. This project marked the beginning of incorporating these newly designed organic shapes into the client's long-term corporate identity, influencing future projects as well.
Conclusion
This project allowed me to blend creativity with a deep understanding of the brand’s identity. By staying true to the brand’s look and feel, I developed new graphic elements that not only enhanced the advertisement wall at Mercedes Platz but were also integrated into the corporate identity. These elements became a lasting contribution, featured in many of the brand’s advertisements long after the project’s completion.
