︎ INSTA
ergon BENETTI
2024
2024
ergon BENETTI is a multiplex creative space on Camden High Street, shaped by the architectural character and cultural history of its surroundings. The identity originates from the building’s own floor plan, transformed into a bracket-like symbol representing unity and togetherness. This form becomes a flexible graphic and spatial device, supporting a 360° visual system that reflects inclusivity, diversity, and the bringing-together of people, practices, and creative disciplines.
Drawing from Camden’s layered heritage, shaped by migration, reinvention, and the presence of writers and artists, the brand acknowledges the area’s longstanding cultural vibrancy. The typographic palette strengthens this narrative, with fonts selected to reflect structural precision while evoking local murals and visual textures. The names “ergon” (“a unit of work”) and “Benetti” (“Bedford New Town Terra Incognita”) reinforce themes of craftsmanship, identity, and transformation.
The visual language is grounded entirely in the building itself, using elevations, proportions, materials, and structural details as primary design elements. This produces an identity that is both authentic and timeless, avoiding decorative additions and instead celebrating the integrity of the space. Applications across print and environment highlight the building’s unique character while positioning ergon BENETTI as a new creative landmark for the community.
Drawing from Camden’s layered heritage, shaped by migration, reinvention, and the presence of writers and artists, the brand acknowledges the area’s longstanding cultural vibrancy. The typographic palette strengthens this narrative, with fonts selected to reflect structural precision while evoking local murals and visual textures. The names “ergon” (“a unit of work”) and “Benetti” (“Bedford New Town Terra Incognita”) reinforce themes of craftsmanship, identity, and transformation.
The visual language is grounded entirely in the building itself, using elevations, proportions, materials, and structural details as primary design elements. This produces an identity that is both authentic and timeless, avoiding decorative additions and instead celebrating the integrity of the space. Applications across print and environment highlight the building’s unique character while positioning ergon BENETTI as a new creative landmark for the community.
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Branding
Branding
