zusa
Branding for a new cultural organization
MitOst Berlin enables activities and programmes which foster cultural exchange, active citizenship, social cohesion and sustainable urban and rural development, beyond cultural, sectoral or linguistic borders. Their cultural exchange team came to myself and writer Canan Marasligil as they were starting a new social business. They needed a new name and branding that would make room for the new organization’s varied, unique programmes to shine.
-
Myself and writer Canan Marasligil led a close, collaborative design process with the team. Through one-on-one interviews, we learned that the team wanted to celebrate their past, while leaving room for growth and change. The team also identified three key values: play, boldness, and welcoming. We then supported the team to choose a new name. The name, zusa, is personal, human, and active sounding. It’s easy to pronounce in a variety of languages. We then used a playful, yet minimal visual language to express a spirit of reciprocity, balance, and movement. The new branding is relatable, expresses inclusivity, and leaves space for change.
-
Naming
Strategy
Branding
Visual identity
Logo
Brand guidelines -
Design research and strategy: Canan Marasligil and Erica Brisson
Visual design: Erica Brisson
Copywriting: Canan Marasligil
Close collaboration: Egle Kryzanauskaite, Jotham Sietsma, Katarzyna Zielinska, Sarah Herke
Knowledge sharing from: Selim Özadar, Naomi Martin, Katarzyna Zielinska, Silvana Nagib, Joice Biazoto, Serra Özhan
