OurCluj Visual Identity

Through immersive local research and a collaborative workshop with 35+ stakeholders, we developed a distinctive visual language anchored in the concept of 'in-between spaces', reflecting the project's focus on collective action and community relationships. 

Our role extended beyond brand design, as we facilitated workshops to bring OurCluj's concepts to life. This project represents a paradigm shift in urban development, challenging conventional notions of progress. Through our creative approach, we aim to inspire a reimagining of city life that places human connection and social context at its core.

The visual identity deliberately avoids using literal representations in favour of abstract, connective elements that symbolise the invisible bonds within communities. We opted for a versatile colour palette and typography system that could flex across both digital and print applications, ensuring the brand maintains its impact across various touchpoints whilst supporting OurCluj's position as a values-based living laboratory for urban innovation.

The project's deliverables encompassed a minimalist yet meaningful logo design, thorough brand guidelines, bespoke typography, and a wide variety of digital and printed communication materials—all crafted to embody the initiative's values of trust, care, and inclusivity whilst maintaining a contemporary urban aesthetic that resonates with the city's vibrant youth culture.