Let’s create something magical together!

Estonia's biggest and fastest growing smart business campus rebrand.

2021

WE WORKED ON Branding
Art direction
Typography
Web design

AWARDS GOLDEN EGG
Bronze - Rebrand, 2022

Ülemiste City is Tallinn’s versatile and rapidly developing smart business campus, where more than 12,000 people work, study and live on a daily basis. The region was first established as a railway industry at the end of the 19th century and in the 1930s the production moved to aircrafts. During the Cold War experimental technological equipment for the Soviet army and space industry were produced there. The factory closed at the time of the restoration of independence and remained empty until 2005, when ​​Mainor’s leading figure and visionary Ülo Pärnits had the idea to create a smart business city to boost the development of Estonian society and economy.

Since then the ambition to be a leader, create a valuable environment for local talent to develop, grow and succeed, has been a central part of Ülemiste City’s DNA. To express this idea more clearly, Ülemiste needed to update its brand and visual language.

For more than a year we worked closely with the customer through a number of different solutions and came to the conclusion that the classic rigid brand framework is not suitable for a playful, start-up-minded city.

Flexible tools were needed to successfully communicate such diverse topics as a forward-looking conference or a ping-pong tournament. As a result, the customary 3-4 colors and graphic elements brands tend to have were not enough, and so we created a whole spectrum of colour variants and shapes that can be combined according to the type, target group and the desired mood of the event.

Although the initial task was to preserve the existing logo, together we came to the conclusion that it could be done better – the new logo would have to be a stronger symbol, easily readable, simpler in form and express the ambition and progressive mindset of Ülemiste City. Thus we created a symbol in which a careful viewer can see a coat of arms, the letter Ü and an upward driven movement.

In addition to the brand update, a new website, which provides a detailed overview of the content and nature of Ülemiste City, was created. The website is meant to be constantly evolving, just like the Ülemiste City itself.

Since its beginnings in 2005, the ambition has been to create a valuable environment for talents to develop, grow and succeed.

For the logo we created a symbol in which a careful viewer can see a coat of arms, the letter Ü and an upward driven movement.

We created a spectrum of colour variants and shapes to be combined according to the type, target group and the desired mood of an event or advertising.

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PROJECTS
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Visual identity for a web tool built to create global campaign pages.

Exhibition design for the History Museum

A visitor-friendly wayfinding system

A timeless concept for an interior design salon

Visual identity for an exhibition of the creations of the Tallinn Jewellery Factory.

Seasonal design for Tallinn Urban Space Festival that speaks to people of all colours and shapes.

A fresh minimalist identity for a creator of high-quality and innovative solar roofs.

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A fresh visual identity for a beloved children’s literature festival.

Seasonal design inspired by circularity.

A fresh face for the most read lifestyle portal in Estonia.

Seasonal design for the European Design Festival 2022 in Tallinn

Visual identity for the first-ever Ülemiste City Future Forum conference.

A new visual tool case for youth workers in Estonia.

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Complete rebrand of a unique guitar lovers’ festival.

Seasonal design for an international extreme sports competition.

Rebranding the oldest Estonian martial arts gear shop.

A modern branding for a museum exhibiting the history of motorsports.

Seasonal design for an international extreme sports competition.

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20th anniversary design for the largest film festival in Northern Europe.

A spooky and revealing campaign for a genre film festival.

Rebranding one of the oldest and largest professional drama theaters in Estonia.

Seasonal design inspired by dreams for Estonia’s oldest and largest animated film festival.