Otto Wagner Branding:
In 1907, in the highest park in Vienna, a 45-hectare picturesque site became home to the largest and most modern psychiatric clinic in Europe – and the optical mastermind behind it was none other than Otto Wagner himself. The breathtaking ensemble of 34 pavilions, including a theatre and church, is still regarded as one of the most significant works of Jugendstil. After 100 years of dormancy, the site is finally being opened to the public – the pavilions are being revitalised through museum use and facilities for research, education, art, and culture. The City of Vienna is carefully restoring and adapting this true cultural heritage and bringing the infrastructure up to the latest technological standards.
This is the perfect brief for the redesign of this location's brand. We wanted to prove that Jugendstil can truly combine youth and style, and that Otto Wagner's legacy still holds visual validity and relevance today. We celebrate Art Deco and make the history shine even brighter with modern stylistic elements. This is done with a strong sense of excitement for new beginnings, but also with even greater respect for the unfortunately sometimes dark past.
Developing a brand around Otto Wagner's legacy and for Vienna's most beautiful site is a genuine privilege for any designer and was both visually and politically a dance on the proverbial razor's edge – a heartfelt thank you to the brave dance partners Margret Wimmer and Mario Scalet.

See also: talking design