CCC · Culture Creates Community

In the beginning of 2020, I was approached by CCC (Culture Creates Community) to create a brand identity that resonated with their mission: to bridge artists, creators and communities with unused architectural spaces in the city. CCC is a cultural association founded in Stockholm devoted to bringing life to areas of the city which are largely ignored or neglected through art events, karaoke and exhibitions.

The birthplace of CCC is Tranebergsbron, a beautiful double arch bridge in central Stockholm. To then define a concept for CCC's identity, we focused on commonly unused spaces in the city of Stockholm: the area under the bridges. Since Stockholm is a collection of islands with a very characteristic urban planning, these sites often go unnoticed or unused even though communities may live right next to these spaces.

The idea for the branding of CCC was to focus on the shapes that typically compose arch bridges like Tranebergsbron: the arch (half circle) and the deck (rectangle). To give it a more human and interactive look, a circle was added on top of the rectangle, which sits above the half circle in a 4.5º tilt, giving the impression of both movement and activity. Bright colours and the use of a pastel background or a concrete texture, extend the personality of the brand which can be seen across different mediums in different ways.

The identity for this project was presented in March 2020, with several posters for their first big Art Exhibition event called Under Construction being spread throughout the city.