Anderlecht

In the context of a pitch, SIGN developed a comprehensive identity proposal.
Starting with research and documentation, we analysed the commune’s identity, origins, values and vision and translated them into proper brand foundations.
The strategic insight thereof deriving was twofold: a brand in movement and in constant dialogue with the citizens; and a brand made of contrasts.
Dialogue is expressed through the permanent association of a verb with the name of the commune, making it a narrative brand.
As to contrast, it is expressed through copy, with a whole series of messages covering history, nature, landscapes, industry on the one hand, and values and attitudes towards people and the future on the other hand.
The modernity of this identity is enhanced by the usage of one single typeface and a very clean and minimalistic colour palette.