The Project

More than a century after OSRAM built what was once its most advanced production site, the historic factory buildings in Berlin’s north-west are entering a new era. With most of the original production lines long gone, the site now stands largely empty — but not forgotten.

A bold redevelopment plan will transform the heritage-listed structures and introduce several new buildings. The brand identity needed to bridge past and future: Reviving a legacy of innovation while opening up space for what’s next.

Brand Strategy

During the immersion phase, we uncovered the estate’s longstanding legacy as a birthplace of patents and industrial innovation. To carry this spirit forward for future generations of pioneers in tech, mobility, and life sciences, we crafted a clear and confident brand promise: »Bereit für neue Ideen« — Ready for new ideas. Positioning LUXWERK as an enabler of innovation — a place that adapts, supports, and grows with its tenants — resonated deeply with both the project team and its target audience.

Design Idea

Archival blueprints from the OSRAM era became the foundation of the visual identity. Their deep blue tone was reimagined as a vibrant electric blue, while fine linework inspired abstract illustrations that carry the spirit of innovation forward. The logotype was sharpened to reflect the site's industrial precision, with crisp corners and a bold character. A matching typeface and a custom icon set complete the cohesive, future-facing design system.

Credits

Client: AVENTOS Management GmbH

Agency: Cee Cee Creative

Creative Direction: Sven Hausherr

Copy Writing: Rebecca Gürnth