Rebranding City of Diversity and Self-Expression
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The current visual system the city has does not reflect the what the city offers.


Berlin is a rising modern city that has a daring mindset, yet is also rich with history. There's an incredibly diverse and modern, but there's also a historical part of Berlin where there are over 180 museums and historical sights to visit.


Visual system that can accommodate both modern and historical side of Berlin.


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Semifinalist – Adobe Design Achievement Awards, 2018

Initial Process


Compiled to top lists on why someone would visit Berlin is that the city offers incredible art, museums, food/beer, and sustainability. Each district is unique, as if you turn to one side of the city it's modern, but on the other side, it's filled with old architectural buildings and museums.
Full Research report


• Who is the target audience? Who do we want to attract?
• What type of visuals express Berlin the best when it's so diverse?
• What are the top reasons to go to Berlin?
• What's the tone of voice?

Target Audience

After research, we concluded the audience that would fit best would be Millennials or young professionals from 20s-30s, saving money to plan for an upcoming trip. The audience is open to creativity, adventurous, unprejudiced, and an advocate for equality and sustainability.

Modular Logo Process

To encompass all of Berlin's characteristics, a geometrical shape was created using the first Berlin town symbol to trace back to its history, while a modular branding system was created from the shape to depict all of the city's unique features that could be applied as a pattern and be rearranged.

Using the Guide

Modular system that can be used for other uses.


Each icons depict what makes Berlin different and highlights city's personality.


Research • Concept Ideation • Visual System • Strategy • Design

Tools Used

Paper, Adobe Photoshop, Adobe Illustrator


Kelly Wang – XD