Space for big ideas: Branding VERITAS Park

Challenge

Between Berlin and Hamburg lies the small town of Wittenberge. Once a thriving center of industrialization, it was home to Europe’s largest sewing machine factory: the VERITAS plant. But after reunification, VERITAS was wound down, and by the end of 1991 the last machine had come off the line – leaving around 3,000 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 new urban district with hotels, restaurants, offices and event spaces. Where people explore new ways of urban living and working. A place that brings together creative thinkers from the arts, technology, science and business. For that vision to land, it needed a magnetic brand to draw in the right community. Our 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.

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“The concept of time was everywhere in this project. The VERITAS brand had to look like it had always been there – and like it was only getting started.”

-Caroline Kasper, Design Director & Founder

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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 six weeks, 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.