In the context of the renovation work of the Place Keym in Brussels, the association of shopkeepers has been animated by a shared ambition to revitalize this neuralgic point to make it an attractive place of conviviality.
To highlight all the responsible initiatives carried by the inhabitants and shopkeepers of the square, CBA has created an identity for the “Keym Bouge” project as well as an associated graphic territory, a real visual vocabulary inspired by its positioning
A Modular Identity.
The identity is modular in order to communicate the different initiatives of the merchants: mobility, transition, nature, etc.
We iconized the K of the Keym square and then created a system of blocks that plug into each other as they are used with a phonetic pun to express that the Keym square “loves” the eco-responsible initiatives initiated by the different stakeholders of the Keym square neighborhood life.
The need to go beyond a “soft urban acceptance” has been the motor to make it a lever of attractiveness and social cohesion and to propose an experience of the place with all stakeholders in order to demonstrate the usefulness of this new urban heart.
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