Brand Identity
Reviera
Agency: move:elevator
Art Direction; Identity Design
The Challenge
Stadtwerke Witten is currently constructing a new indoor swimming pool in the Annen district, set to open in late 2027. The facility aims to serve two distinct groups: families with children looking for recreation and adults focused on fitness and exercise.
The project required a brand identity that could bridge the gap between a dependable public utility and a modern leisure destination. A key constraint was the brand heritage; the Stadtwerke already utilized a whale as a mascot for their existing children's programs, which needed to be integrated into a fresh, contemporary visual language that appealed to all age groups.
The Process
Our agency began with an in-depth analysis of the Witten market and its various consumer segments. As I was part of the project from its inception, my role was heavily strategic. I focused on translating our market research into a cohesive and highly distinctive visual direction.
The name "Reviera" was established, a clever play on the local “Revier” (Ruhr region) and the relaxation of the “Riviera.” With this foundation, I developed several "look and feel" directions. The primary goal was to move beyond a simple logo and instead create a collection of Distinctive Brand Assets. This ensures the pool is easily and quickly identified by the public across various touchpoints. I experimented with typography and shapes that felt organic rather than industrial, ensuring the brand felt approachable and lively.
The solution
The final brand identity centres on a custom wordmark and a revitalised mascot system. The "Reviera" logo uses a specific typographic treatment where the letter "a" is differentiated to ensure the name is read correctly as a pun, rather than the standard "Riviera." This unique "a" also serves as a subtle home for the Stadtwerke’s signature whale, seamlessly linking the new facility to the parent brand.
Key brand assets
The Look: We stuck with the original Stadtwerke brand colours to keep that trust, but used them in more lively, "splashy" combinations.
The Character: Since research shows that unique characters are branding gold, we included a modern, illustrated version of the whale mascot.
The Typography: Using "bubbly" but professional type helped bridge the gap between "fun for kids" and "serious for swimmers."
The client loved the design system was approved on the spot without any "back to the drawing board" moments.
