The new House of Communication of Serviceplan Group gives well over a thousand employees from a wide range of cultures nations and communication disciplines common home and is simultaneously an open meeting place for conferences events and parties. It takes the principles of New Work to the next level and enables employees to work in ways that are as agile, flexible and interdisciplinary as possible. But how can you provide orientation to them and create a sense of identity in such an open-plan space concept?

A typographic- and design-driven orientation and branding system that is just as creative and diverse as the people it was made for.

Building on the brand icon and the square grid of the interior, a specially designed as

typeface with pictograms, characters and symbols – the 'Service – forms the basis for the highlight of the new headquarters: the 160-metre-long and 6-metre-wide floating

light carpet created from words and icons of this unique typeface connects the three buildings and provides orientation in the open-plan space architecture – a monumental work of art that celebrates language and communication.

An orientation system, that is much more than an orientation system. It doesn’t just provide direction, but is also an architectural expression of the great diversity of disciplines, cultures, genders and identity at Serviceplan. Within just a few weeks, the highlight, the floating light carpet, became the instagrammable icon of the new headquarters.