“Waves of Identity” — Tucherpark / Munich
| Brand | Commerzbank Real Estate and Hines (Real Estate marketing and development) |
| Role | Creative Director (agency side) |
| Deliverables | Positioning and Branding |
| Year | 2024 |
Challenge:
Tucherpark’s iconic Sep Ruf architecture was under-recognized despite its prime Munich location.
Approach
Through workshops, we created a brand system combining the Eisbach brook with Ruf’s architectural forms: a wavy striped pattern, simplified logo, and a 70s orange-and-water palette that contrasted against the park’s greenery.
Outcome
The new identity increased recognition, earned press coverage, drove social impressions, and boosted rental interest.
