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Corporate Design

Oberbillwerder. Hamburg’s 105th district.

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Insight
Hamburg is growing – come 2030, the City of Hamburg will be home to two million people, experts say. In recent years, urban development projects have started focussing on Hamburg’s outskirts and suburban districts. With one eye on the future, discovering “more of Hamburg in new places” has become a exciting but also imperative strategy.
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The Project

The Oberbillwerder master plan was developed on the basis of the contest’s winning design that came from ADEPT and Karres+Brands. The basic idea is a “Connected City”, a neighbourhood that is integrated into its surroundings.

The basic urban structure is derived from the local cultivated landscape. The open space with its hallmark, the Green Loop, will become the core element linking different quarters.

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The mission

Oberbillwerder is one of the most ambitious urban development projects in Europe. Under the auspices of IBA Hamburg, the City wants to create a neighbourhood that is designed for people of different origins, incomes, ages and living situations.

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The new claim (that loosely translates to “You should become a part of Oberbillwerder”) creates the communal centre of the new quarter. Oberbillwerder’s new corporate identity shows the open attitude and invitation to participation in vigorous colours and dynamic typography.

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The campaign

Community, diversity, sustainability, agility? And a participatory approach on top? Yes, please!

We intertwine the district’s new identity, the integrative Oberbillwerder way of living, with our refreshing, colourful illustrations that were coined and created exclusively for the project. Its identity and concept comprehensively signal the outstanding character of the project on all channels - and literally extend an invitation to Hamburg’s southeast to become an active part of the master plan. A bright and exciting new chapter for urban and future planning of our home town.

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