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Unifying the Language of the City: The Identity of Klaipėda 

Unifying the Language of the City: The Identity of Klaipėda 

Client

Klaipeda ID, Klaipeda city municipality

Challenge

How to unveil the authentic identity of the city and make it memorable?

Context of the challenge

Klaipeda city has made several attempts to unify its visual representation, but none have been sustainable or widely accepted by different communities. Decision-makers are cautious in choosing a new approach to achieve the goal of revealing and shaping the city's identity, which currently suffers from high fragmentation. Additionally, they need to consider international communication, national visibility, and local embodiment.

Approach

Approach

Active community
engagement

This involves deliberately and meaningfully involving the local community and relevant stakeholders throughout the process of renewing Klaipėda's visual identity. It includes creating opportunities for dialogue, collaboration, and participation, allowing community members to contribute their perspectives, insights, and aspirations. Active community engagement ensures that the resulting visual identity reflects the collective vision and values of the community, fostering a sense of ownership and pride.

Data
sensemaking

This entails collecting and analyzing relevant data and information to gain insights and make sense of the complex dynamics and characteristics of Klaipėda. It involves gathering quantitative and qualitative data from various sources, such as surveys, workshops, and observations. Through careful analysis and interpretation, patterns, trends, and key themes emerge, providing a deeper understanding of the community's preferences, needs, and cultural context. Data sensemaking enables informed decision-making and helps shape the design strategy and visual identity.

Narrative
formation

This involves weaving together the diverse elements, stories, and experiences of Klaipėda into a cohesive and meaningful narrative. It includes identifying key themes, symbols, and cultural references that resonate with the community and reflect the city's essence. The narrative forms the backbone of the visual identity, providing a compelling and authentic story that connects with both residents and visitors. By capturing the unique character and aspirations of Klaipėda, the visual identity becomes a powerful representation of the city's identity and values.

Visual language
creation

This process focuses on designing and developing the visual elements that make up Klaipėda's visual identity. It involves translating the narrative, key themes, and cultural references into visual representations, such as logos, colors, typography, and graphic elements. The visual language aims to evoke emotions, convey meaning, and create a distinctive and recognizable visual identity for Klaipėda. It considers aesthetics, symbolism, and the target audience, ensuring that the visual elements align with the narrative and effectively communicate the city's character, values, and aspirations.

Change to the context

Change to the context

01

01

Community engagement

Community engagement

By giving different communities a voice from the beginning, the project tapped into the collective knowledge and aspirations of stakeholders, leading to meaningful changes throughout the process.

By giving different communities a voice from the beginning, the project tapped into the collective knowledge and aspirations of stakeholders, leading to meaningful changes throughout the process.

02

02

Sustainability and regenerative energy

Sustainability and regenerative energy

Discovering the city's potential to "harness regenerative energy from the sea" became a key element of the visual identity. This concept, deeply understood by the community, added depth and symbolism to the design. Incorporating sustainability principles further highlighted the city's character and aspirations.

Discovering the city's potential to "harness regenerative energy from the sea" became a key element of the visual identity. This concept, deeply understood by the community, added depth and symbolism to the design. Incorporating sustainability principles further highlighted the city's character and aspirations.

03

03

Unified city experiences

Unified city experiences

The new visual language has been successfully activated, resulting in increased usage in city communications and experiences. By unifying the visual identity, the project has helped overcome the fragmentation of city experiences, fostering a sense of belonging and shared identity among residents. Additionally, the development of an open digital platform with visual language guidelines has enabled accessibility and empowered individuals and organizations to create compelling visuals for various occasions.

The new visual language has been successfully activated, resulting in increased usage in city communications and experiences. By unifying the visual identity, the project has helped overcome the fragmentation of city experiences, fostering a sense of belonging and shared identity among residents. Additionally, the development of an open digital platform with visual language guidelines has enabled accessibility and empowered individuals and organizations to create compelling visuals for various occasions.