Task
Lead the creative direction, art direction and design of a bespoke environmental graphics system for King’s new Berlin office, creating a location-led identity that moved beyond the playful language of previous spaces and reflected the cultural energy of the city.
Approach
Develop a site-specific environmental graphics system that balanced King’s global brand with a strong local narrative, designed to work cohesively across wall murals, large-scale installations and integrated wayfinding. Create a bold visual language inspired by Berlin’s street art, music scene and underground culture, using expressive typography, layered collage and hand-drawn elements to evolve the brand into something more mature while retaining cultural authenticity. Rework King’s characters and brand motifs through a more refined lens, while also art directing reinterpreted classical artwork and creating a typographic wayfinding system to define zones and improve navigation throughout the office.
Result
Deliver a culturally authentic, Berlin-led workplace environment that encouraged stronger return-to-office behaviour, increased in-person presence and supported greater day-to-day collaboration and creative exchange. Create a more mature and confident expression of the King brand through a cohesive environmental system spanning murals, installations and wayfinding, while improving the overall energy, identity and sense of belonging across the space. The outcome shows how environmental design can influence behaviour, strengthen culture and make the workplace a genuine creative asset.
Client
King Digital Entertainment
Category
Environmental & Spatial Design
Role
Creative Director & Design Lead
Year
2024
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