Werkbank Weimar

Task

Economic, demographic, and technological changes are leading freelancers to increasingly work in creative collectives. Our changing planet demands complex solutions that combine diverse skills and perspectives. The myth of the egocentric individual genius is losing its significance.

Weimar’s largest creative collective, Kreativ-Etage, is reinventing itself: it is becoming Werkbank. The move to its own creative house not only creates new spaces, but also new forms of collaboration that are clearly based on collective structures. Although the coronavirus crisis has opened up new opportunities through digitalization and networking, many freelancers still see themselves as lone warriors.

Currently, however, the collective is underrepresented in the public eye: an outdated website and other advertising materials do not reflect openness, diversity, or creative innovation.

Approach

The Werkbank sees itself as a vibrant place of collectivity, where diverse skills, perspectives, and creative energies come together. To make this self-image visible, a strong corporate design is needed that reflects the openness, diversity, and innovative character of the organization. It not only serves to make the organization recognizable to the outside world, but also strengthens internal cohesion and identification among members.

Clear design elements, a consistent visual language, and modern means of communication bring the collective vibe to life.

Outcome

The corporate design becomes a unifying framework that conveys the values of the organization and brings together the diversity of its users to form a strong whole. This enables Werkbank not only to attract new members, but also to raise its profile in the public eye as a forward-looking creative collective.