Marievik
Geometric heritage, playful transformation
Details
BAS ID, in collaboration with AMF Fastigheter, Brunnberg & Forshed, and Funkia, has developed the brand strategy, concept, and architectural program for Marievik — a neighborhood reimagined with a focus on future optimism, community, and well-being.
At the heart of Marievik’s place branding is a visual identity that enhances Marievik’s unique character, reflecting its postmodernist architecture in a playful way and creating a visual bridge between the area’s past and future.
The new identity allows both residents and visitors to experience the future of Marievik today. It creates engagement and energy throughout the development phase while making the construction environment more welcoming and enjoyable. It embodies the ambition for Marievik to be more than just a place – an evolving experience that grows with the people who inhabit it, conveying the area’s energy in a way that inspires and engages.
Services
Brand Design
Strategy
Year
2024
By distilling Marievik’s architectural elements into graphic forms and reinterpreting them, we have created an identity that builds on a geometric heritage while establishing a new expression. The character of postmodernism permeates the entire identity – from the distinct typography that challenges conventional proportions to the color palette and navigation system. We sought to capture the playfulness and exploratory attitude that defined the era and make it the voice of a place in transformation.
The brand colors combine saturated tones, pastels, and bold accents to express playfulness, optimism, and a tone of eclecticism. Drawing inspiration from the district’s architectural hues and historical design references, the palette roots the identity in its local context.
Credits
Motion Design
Alex Zeeman
