Innovatiecentrum Werk — Brand Identity
Year
2023
Project type
Brand identity, Communication design
Client
POM Antwerpen
Role
Graphic design, Visual identity, Developed within the Shtick team
Innovatiecentrum Werk is a new initiative by the City of Antwerp, VDAB, Province of Antwerp and City of Turnhout, focused on creating more employment opportunities for groups facing barriers in the labour market.
Following a broader strategic naming process, I translated the chosen direction into a visual identity designed to give the new organisation a clear, independent and recognisable presence across its communication.
01 — THE CHALLENGE
Innovatiecentrum Werk brought together four founding partners, each with their own existing visual identity. The challenge was to create a brand that could operate independently while still fitting within this broader network.
The new identity also needed to communicate the organisation's modern, accessible and forward-looking approach to employment and innovation.
02 — THE APPROACH
The strategic positioning, naming and client workshops were developed by the wider Shtick team. Once the direction was established, I translated it into a visual identity that could give ICW a clear and independent presence.
The identity needed to feel contemporary and accessible while remaining practical across a wide range of communication. I focused on building a flexible visual system around the logo, colour, typography and graphic elements that could adapt across both digital and printed formats.
03 — THE SOLUTION
The result was a complete visual identity built around the ICW name and a distinctive, fluid logo mark. A bold purple-and-blue colour palette, typography and flexible graphic system gave the organisation a recognisable presence without relying on the visual language of its partner organisations.
The identity was developed into a practical brand system, including guidelines and applications for digital communication, presentations, documents, social media and printed materials.
