Context:
A former East Berlin power plant built 1961, silenced 1997 that survived division, reunification, and reinvention to become 8,000m² of cultural space. Electronic music. Sound art. Fashion weeks. Immersive exhibitions. Its visual identity communicated none of that. This is the identity it should have had.

Concept and Development:
The mark is a diagram of the building. Three horizontal rows. Three levels. Three diamond voids marking the transitional points between each floor. The chamfered geometry references the industrial architecture of the turbine hall. The mark doesn't represent Kraftwerk Berlin - it is Kraftwerk Berlin.

Process and Insight:
The colour system has no fixed palette. Each event gets one colour. The building provides the structure. The programming provides the colour. Five states of being inside the building - never used all at once, except on the closing night, when every rule breaks.

Creative Direction:
Nie abgeschaltet. Never switched off.
Build an identity that comes from the building not one applied to it. Every mark, colour, and typographic decision traceable back to the architecture, the history, or the experience of being inside.

Outcome:
Complete brand identity system - logo, colour system, typography, eleven-poster system across three event categories, billboard design, environmental applications, and social media system. One visual language. Eleven completely different emotional registers.

Speculative project. The building is real. The history is real. The identity should have been.