An open and unbureaucratic institution

Hamburg Kreativgesellschaft is an economic development fund supporting the local creative industry through a variety of programs. We developed an iconic logo symbolizing the support for the creative community.

Providing a versatile portfolio, Hamburg Kreativgesellschaft acts as a central hub for various players within the creative industry. In line with its core values, we have developed a visual identity that embodies a forward-thinking, creative, and straightforward approach.

Illustrations with a pleasant and humorous visual language emphasize the institution's open-minded character.

As part of the city's economic development efforts, Hamburg Kreativ Gesellschaft provides affordable rental spaces for artists, musicians, and designers. This includes their newly opened premises on Mönckebergstraße. The former Karstadt Sport building, located right next to Hamburg's central train station, remained vacant for nearly two years. Six floors with a total area of 8,000 square meters in such a central urban location were left unused. The initiative aims to provide space for artists and cultural creators in the city center, allowing them to showcase their work. Therefore, it transforms this location into the largest project for temporary creative use in Germany.

With our communication campaign and naming, we reflect the goal of interim use: to revitalize the city center as a vibrant place where the urban community gathers. As a counterbalance to commercial department stores and inspired by the "Geiz ist geil" electronics store Saturn across the street, we developed the name "JUPITER". We prominently displayed this name on the building as a symbol of the newly created space. The façade banners we designed also humorously reflect the reference to Saturn. They are labeled with headlines such as "JUPITER. Geist ist geil" (Play of words originating from Saturn's popular advertising slogan) and "JUPITER. Das einzige Kaufhaus, das dich reicher macht.” (EN: The only department store that makes you richer).