Inspired by the German aesthetics that Werkstatt is rooted on, the rebrand embraced hard working values and appreciation for the creative process. Designed to reflect the multifunctional nature of the space, the new brand balances the original Werkstatt values with the needs of Edmonton's creative community.

Design research including surveys, interviews, and card sorting were conducted to assess the direction of the rebrand. This was distributed to students at MacEwan University, and participants were asked to assess how memorable the logo was and what feelings it portrayed. Participants also evaluated the overall cohesiveness of the brand across various applications, and were asked if they would consider renting the space. Results highlighted the diverse functionality of the space and the need to show this in Werkstatt's identity.

The new brand identity shares a story of the importance of hard work and creative passion. This was needed for the rebrand as the client sought to connect with Edmonton’s creative community and provide a space for creatives to work. The supporting graphic design materials share how The Werkstatt space has multiple purposes and can be used for any kind of event or creative project whether it be a photo shoot or a dinner party.

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