Task
Deliver the creative direction, art direction and hands-on design for a bespoke environmental graphics system for the new Berlin office, while working with King Digital Entertainment, part of Activision Blizzard King, owned by Microsoft Gaming. Create a location-led visual identity that moved beyond the playful aesthetic used in other offices, embracing Berlin’s cultural energy while inspiring creativity, encouraging return-to-office and delivering an immersive brand experience across the workplace.
Approach
Strategic environmental design
Conceived, designed and delivered a site-specific environmental graphics system, balancing King’s global brand with a strong local narrative. The work was developed to function cohesively across wall murals, large-scale installations and integrated wayfinding.
Location-led visual language
Created a bold, urban visual language inspired by Berlin’s street art, music scene and underground culture. Expressive typography, layered collage and hand-drawn elements were developed to elevate the brand’s maturity while remaining culturally authentic.
Brand integration with restraint
Reworked King’s characters and brand motifs through a more sophisticated lens, carefully embedding them within city-inspired compositions to maintain brand recognition without overpowering the space.
Art direction and wayfinding
Designed and executed the reinterpretation of classical artwork using graffiti and contemporary digital collage techniques, alongside the creation of typographic wayfinding to define zones and improve navigation throughout the office.
Result
Employee engagement and workplace impact
Encouraged a strong return to the office and increased in-person presence
Fostered greater collaboration and day-to-day creative exchange
Improved overall energy, connection and sense of belonging
Brand and spatial experience
A culturally authentic, Berlin-led brand environment
A more mature and confident expression of the King brand
A cohesive environmental system spanning murals, installations and wayfinding
These results show how considered environmental design can influence behaviour, support collaboration and create spaces people genuinely want to work in.
Client
King Digital Entertainment
Category
Environmental & Spatial Design
Role
Creative Director & Design Lead
Year
2024
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