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Campaign motif “Ab in den Neuköllner Süden” in the subway

Rediscovering Berlin Neukölln.

New audiences won over for southern Neukölln

How do you create a brand for a district as diverse as its people? For Bezirksamt Neukölln we developed a new brand that makes the south of Neukölln visible, strengthens its identity and excites new audiences about places that previously received little attention.

The goal was to evolve the perception of the district and guide visitors specifically to the south of Neukölln. The heavily frequented areas around Reuterkiez, Schillerkiez and Weserstraße were to be relieved, while the diverse offers, places and stories of southern Neukölln became more visible.

The result is an independent brand identity with a logo, visual language and a flexible design system.

Client
Bezirksamt Neukölln, Berlin
Services
Brand and communication strategy
Visual identity
Corporate design
Design systems
Touchpoint strategy
Communication material
Campaign
The Neukölln Guide in the new design
Typography of the new Neukölln brand

A Neukölln Guide was developed that offers orientation to residents and visitors alike and makes the diversity of the district tangible. Complementary print products carry the new brand into public space and create consistent communication across various touchpoints.

Neukölln Guide — table of contentsNeukölln Guide — spread “Neukölln ist wie ARTE”Neukölln Guide — spread “Was ist das für eine Art?”Neukölln Guide — spread with photos and tipsNeukölln Guide — food and drink spreadNeukölln Guide — spread with mapNeukölln Guide — spread “Mehr als nur Fassade”Neukölln Guide — Hufeisensiedlung spreadNeukölln Guide — spread “Wer beatet mehr?”Neukölln Guide — music and nightlife spreadNeukölln Guide — spread “Standardzimmer? Träum weiter”Neukölln Guide — culture spreadNeukölln Guide — spread “Wie New York, nur typisch Neukölln”
Growth Impact
  • Development of an independent brand to strengthen southern Neukölln
  • Positive image building and a new perception of a diverse district
  • Visitor routing to relieve heavily frequented neighbourhoods
  • Reaching new audiences through modern, accessible communication
  • Neukölln Guide as an orientation aid for residents and visitors
  • Consistent brand presence across print and public touchpoints
Overview of the print products: fold-out maps and Neukölln culture highlightsInformation board for the UNESCO World Heritage Hufeisensiedlung
Isabelle Fickentscher, Bezirksamt Neukölln

Isabelle Fickentscher, Bezirksamt Neukölln

“Neukölln does not end at the S-Bahn ring. While the north has long been on the tourist map, there is still plenty to discover further south. That is exactly where FRENDZ.CLUB comes in: with a brand development and a distinct look for Neukölln's south that makes you want to get to know Neukölln all over again.”

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Our impact

We develop brands with added value for society. Since 2020 we have been supporting social projects with FRENDZ for Charity, putting our club mindset into practice.

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The two founders of FRENDZ.CLUB in front of a foil wall