Sign of the times
We have collaborated on a wide range of design commissions for Heineken, one of the world’s most iconic beer brands.
Early in 2013 Heineken set us the ambitious goal to redefine the identity of its global outdoor signage. Designed to project Heineken’s brand promise, the innovative new sign is progressive, premium, and looking to the future.
Challenging conventional thinking, the concepts and prototypes investigated the sign’s relationship with its surroundings, the potential for customers to connect, and the context of night and day.
From the outset we were encouraged to explore how far we could abstract the brand image, scale and identity.
We explored cultural indicators as to how people might engage with the sign, as well as emerging technologies including light solutions, connectivity / syncing to Internet of Things, screen technologies, also material / colour and graphic application processes.
Make it possible
During the early design development phase we engaged with brand and technology experts to explore innovative solutions that, while being progressive, would be both cost-effective and technically feasible in the near term.