Space for big ideas: Branding VERITAS Park

VERITAS

Once the pride of industrial innovation. Then left to decay. Now on the brink of a bold revival. That’s the story of Veritas Park in Wittenberge in three acts. And we’re proud to play a part in the third.

Space for big ideas: Branding VERITAS Park

VERITAS

Once the pride of industrial innovation. Then left to decay. Now on the brink of a bold revival. That’s the story of Veritas Park in Wittenberge in three acts. And we’re proud to play a part in the third.

Challenge

Between Berlin and Hamburg lies the small town of Wittenberge. Once a thriving center of industrialization, it was home to the world’s most modern and greenest factory: the VERITAS plant. But after the Wall fell in 1989, VERITAS shut down, leaving 8.000 people without jobs. For decades, the vast factory park stood as a memorial to a brighter past. Until now. VERITAS is set to transform into a space to explore new ways of urban living and working. A place that brings together creative thinkers from the arts, technology, science and business.

The challenge? Striking the right balance between local buy-in and global appeal:

Local integration: The new VERITAS must feel as integrated into the town as the original factory once was – not like an alien presence. This requires a brand with nuanced understanding, one that acknowledges the community’s complex post-reunification history.
Global attraction: At the same time, VERITAS needs to attract fresh faces with fresh ideas. The brand must resonate with innovators, investors, and like-minded partners from around the world who share its values of sustainability, innovation, and collaboration.

Solution

We created the brand motto „Forever evolving“. Rooted in their personality. Because VERITAS is not just a location. It’s a way of living and working. Of thinking. Of acting. Here, people are invited to challenge the way we live and work. This spirit was inherited from the hometown, Wittenberge. Inspired by the town’s legacy of innovation and making things that last. VERITAS carries this legacy forward. That’s the VERITAS way: forever evolving.

This concept was embedded throughout the brand identity: from the iconic clock-tower-inspired logo to the ever-evolving color palette, drawn from the location and its surroundings. All the way to the optimistic and witty tone of voice, beginning with the claim “Space for big ideas”. Together, these elements emphasize that VERITAS is not just a place to stay but a continual state of becoming.

Impact

Within just 2 months, we created a brand that not only made the client feel deeply understood but also resonated with the local community when presented in Wittenberge. The branding and vision were met with positive feedback, marking a strong start for a project that has only just launched. We’re excited to follow VERITAS on its journey and see its vision unfold.