More Than a Road, a Reconnection
For decades, Oosterweel symbolized division: between neighborhoods, between decision-makers, between visions for the future. Fatigue, skepticism and conflicting expectations weighed heavily on the project, threatening to erode trust. That’s where strategic branding played a decisive role.
StudioTokyo’s core contribution was to give Oosterweel a face and a true personality, allowing to tell a great story. By creating the visual identity, logo and graphic guidelines, StudioTokyo laid the foundation for all subsequent communication. The logo itself tells the story of reconnection: its design symbolizes the reunification of the Left Bank (Linkeroever) and Right Bank (Rechteroever) of Antwerp, visually bridging what had long been separated. But also, it reflects the ‘yin and yang’ between (1) infrastructure and mobility (hardware) and (2) liveability and ‘space to breathe’ (software). The ring motif is both figurative and symbolic, representing not only the physical infrastructure that encircles the city, but also the renewed unity and flow between communities.
This was far more than a matter of aesthetics. The branding work defined the project’s positioning and values, ensuring that every message, every visual, and every stakeholder interaction would be coherent and meaningful. Thanks to this strong foundation, all communication (incl. some awared winning campaigns) could build upon a clear, authentic identity.
The result: Oosterweel gained a recognizable face and a compelling narrative, transforming it into a symbol of reconnection and shared ambition.
Branding as the Foundation for Change
Why invest in branding for a transformation project? Because a project’s identity, its ability to mobilize and reassure is just as critical as its technical execution.
Align stakeholders: A strong, coherent identity helped Oosterweel bring citizens, decision-makers, NGOs, experts, and other stakeholders together around a shared vision.
Create buy-in: Rebranding, a new logo, newsletters, SoMe accounts and visual campaigns informed, involved, and inspired the public.
Manage complexity and anticipate crises: Amid the pandemic and the PFAS crisis, branding provided a foundation for proactive, transparent, and participatory communication limiting objections and strengthening trust.
Highlight societal impact: Oosterweel isn’t just about mobility. It’s Belgium’s largest urban greening project, a laboratory for social and digital innovation, and a driver of local employment.
Concrete and Lasting Results
Permits granted, support strengthened: Through proactive communication (brochures delivered to 280,000 households, mass media campaigns, citizen consultations), the project secured permits and increased local support even during crises.
A project that inspires: Today, Oosterweel is cited internationally, alongside Copenhagen, Paris, and Boston as an example of how infrastructure can transform cities and improve quality of life.
A living brand: From the mascot to videos, from stakeholder magazines to campaigns targeting a broad audience, every touchpoint was designed to create connection and meaning.
Branding as a Lever for Collective Transformation
Oosterweel proves that branding is not a nice-to-have, it’s a must-have for any ambitious change project. It helps move beyond technicalities to touch the human dimension, anticipate crises, unite stakeholders, and build a lasting legacy.
At StudioTokyo, we believe every transformation project deserves a strong identity, one that carries meaning and a vision for the future. Branding is the key to turning complexity into opportunity and change into a shared journey.
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