Iași needed a brand identity that would fix the decades old perception of a stagnating and poor city that cemented its own worth exclusively through its historical achievements and personalities. To show that it became a modern city, with huge economic growth, social life and opportunities, where people are the most valuable assets.

Iași needed a brand identity that would fix the decades old perception of a stagnating and poor city that cemented its own worth exclusively through its historical achievements and personalities. To show that it became a modern city, with huge economic growth, social life and opportunities, where people are the most valuable assets. The strategy we developed centers around the brand concept “Iași - the city of creators”, a vision to become the most important hub of creative industries in Romania. A bridge from past to future that honors its history and the personalities that shaped it but looks to the present people that will create its future. We built a collaborative, versatile and functional visual platform that refuses conformity and the corporate approach. One that cuts through the city’s cluttered graphic landscape. The logotype, an expandable visual container for artworks and photography, is inspired by the communist walls on which street art is painted. An honest and functional approach. A logo for creators.