St Gilles Gillis
Situated in the south of Belgium’s capital city, its reputation as a buzzing home for diversity attracts tourists and homesteaders alike, being one of the most vibrant and rapidly changing boroughs of the city. The local council approached us and voiced the need to create a unifying visual identity that would speak clearly to both visitors and inhabitants. Saint Gilles’ logo and pictogram were too heavy, their name too wordy and therefore too complex. These being one of the main tools used by the council to engage with its constituents, it was time for a change.
After a phase of analysis and diagnostic of the situation at hand — as well as a series of hands-on meetings with the local council — it appeared simple: not only did the design have to be tackled, but so did the name. Stripped back, “Commune de Saint Gilles/Gemeente van Sint Gillis” became “St Gilles Gillis”.
This project involved complex and layered talks with the client. We interacted fully with local council members and political representatives during all phases of the project, taking into consideration their challenging feedback in order to reach more than just a consensus, but to generate enthusiasm regarding the rebranding.
Paired with the lively, no-frills typeface Suisse int’l medium, this made for a logo that could feature effectively on small communication tools (envelopes, letterheads and email signatures) as well as large-format ones (rubbish collection vehicles, municipal staff clothing, and public signage).
Intricate yet simple and recogniszable line drawings of the local places where all things administrative happen were produced to be featured on the corresponding services’ stationery and signage.