The future of work for the music, gaming and creative industries is currently emerging on 24,000 square meters on the outskirts of Berlin – „NALEPALAND – The New Berlin Workaway”. The project, which is based on designs by the LAVA team of architects, is currently in its construction phase on the former broadcasting terrain of the Nalepastrasse. However, even before the first physical foundations were laid, a communication and design concept already conveyed the innovative identity of the new work format to the public. dan pearlman and Spring brand ideas developed both co-creatively based on multiple design thinking workshops. In collaboration with the client, a brand concept, brand model, brand positioning, brand vision and a mission were developed. The corporate design and campaign CI, featuring key visuals, the claim, the tonality and a website, were created afterwards.