Arealsüd

AREAL SÜD is a developing urban district in the south of Stuttgart that brings together creatives, gastronomy, and local retail. At the start of the project, there was no unified visual system to connect these diverse stakeholders or to communicate the initiative as a cohesive, future-oriented creative hub. The challenge was to create a visual identity that could represent a highly diverse and evolving community without limiting its future development.
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The concept is based on establishing a flexible and open visual identity system that reflects the collaborative and evolving nature of the district. The goal was to create a brand framework that feels accessible, urban, and characterful, while allowing different actors within the city to contribute content freely. The visual direction combines a confident typographic approach with a soft yet vibrant color palette to express creativity, openness, and local engagement.
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I was responsible for the development of the complete visual identity, including the logo design and the corporate design system. The wordmark “AREAL SÜD” was designed using the typeface ALPHAKIND and refined into a distinctive, expressive logotype. I defined the visual language, typography system, and color palette, ensuring consistency while maintaining high flexibility for future applications across different stakeholders and formats.
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The result is a scalable and adaptable identity system that supports a wide range of applications across print and digital media. The design provides a strong visual foundation while remaining open enough to evolve with the initiative over time. The identity helps position AREAL SÜD as a recognizable and dynamic creative district, strengthening its visibility and supporting collaboration between creatives, gastronomy, and local businesses in Stuttgart.


Link to the project:
https://www.instagram.com/arealsued/