Living in the Sphinx Quarter
The Sphinxkwartier in Maastricht is mainly known as a historical industrial area. But ... it's also a place where you can live! In fact, it is a very special place to live. An unpolished area that is being redeveloped, with entertainment, parks, culture and various businesses. The Sphinxkwartier will remain a bit stubborn, of course. The target group? Young people of all ages.
Challenge
The Sphinxkwartier is the new residential area right in the historic center of Maastricht. The architecture of the houses refers in a contemporary way to the former industrial character of the area. That makes this residential area different than usual. But really different. The reason for this in brief: the Sphinxkwartier is not well-behaved and docile, but tough and idiosyncratic. Sphinx Zuid BV started building a number of residential complexes in the Sphinxkwartier in 2018. Platform 9 was asked to take care of the communication about the project.
Strategy
Over the years, various authorities have communicated about the Sphinxkwartier. The project is comprehensive. Several residential complexes will be built over several years. It is therefore important that communication remains central and transparent during the term. It must be clear who the sender is. In order to communicate as broadly as possible with the various target groups, we came up with an all-encompassing project name: Living in the Sphinxkwartier.
The Eiffel building
The absolute eye-catcher in the Maastricht Sphinxkwarter is the characteristic National Monumental Eiffel Building (by Gustav Eiffel). It includes everything: history, culture, general appearance, feeling and atmosphere. The Eiffel building is the DNA of the Sphinxkwartier. The beating heart of the area determines the architecture, dynamics and experience of the Sphinxkwartier. That is why we use this landmark as a starting point for the visual communication of Living in the Sphinxkwartier.
Visual identity
Result
A logo that reflects the atmosphere of the historic industrial Sphinxkwartier, as well as modern, urban architecture and culture. A logo that is not only a powerful image, but can grow along with the Sphinxkwartier. A responsive logo that can be used flexibly and modularly. Powerful, robust patterns are created that express the urban and industrial character.
Modular visual system for 10 residential blocks
Living in the Sphinxkwartier is a comprehensive theme. Under this heading, there will soon be about 10 residential blocks, each with its own name and color, which must all be unambiguously communicated. In the visual identity, we take into account the creation of various storey layers. The names of the buildings in the Sphinxkwartier come from the service series that the ceramic industry in Maastricht exported to all continents.
Creative concept —
For young people of all ages
The Sphinxkwartier in Maastricht is a place for everyone who wants to live in an urban environment. Knowledge workers, families, young professionals, expats and seniors, the target group is very broad. We address this target group with a catchy creative concept. A creative theme focused on diversity, living and housing: For young people of all ages.
How do we shape the theme? We visualize the broad target group by means of portraits. Own faces, own stories, own people. Authenticity is the starting point. In images we link house numbers to people. The number can be the age or 'emotional age' of the person in question. Meaning: It doesn't matter how old you are, as a resident of the Sphinxkwartier you stay young at heart. As a resident you will participate in the vibrant development of the Sphinxkwartier. In this way we connect living, age and people. We mix diversity in target groups with diversity in ages.
