Investment company Progressus invited us to pitch for the new visual identity and website design of Nový Zeleneč, one of its key development projects. Essentially, an entirely new town is being built from the ground up, eventually becoming home to around 3,500 people.

The brief was to create an identity that could help sell homes today while remaining relevant to the community as it grows in the years ahead. We won the pitch largely thanks to a big idea that went far beyond the visual identity and became the foundation for the project's entire communication.

Nový Zeleneč has plenty of rational benefits to talk about. But rather than turning them into yet another list of features and facts, we looked for one central idea that would tie them together, creating not just a visual identity, but a communication platform. That idea was INDEPENDENCE.

We turned independence into the foundation of both the brand and creative strategy, building an identity and communication system around a strong human emotion while keeping everything anchored in distinctive brand codes.

The logo combines the initials NZ into the shape of a flag, symbolising a little piece of independent territory, both for every future homeowner and for Nový Zeleneč as a whole. The flag became a distinctive and flexible brand asset that even made its way into the copy, where the waving NZ is used to kick off the Czech word NZávislost (independence).

We created a visual identity that matches the ambition and scale of the project: modern, human, confident and, above all, memorable. Its usability and flexibility was immediately put to the test in the website design and the first large-format OOH prints.