About the project

Six months to name and shape a cultural lifestyle magazine for the „Ruhrgebiet“. Meet IMPOTT—short for (German: “inside the Pott,” the way locals call their home (formerly known for steel and coal mining). The job: celebrate a region famous for coal mining and steel production by showing kitchens, clubs, ateliers, and event tips for lazy Sundays. We built a platform, not just a cover: news portal, social streams, print runs, and event kits. Competitor analysis → brand strategy → logo, editorial design, website, and a modular identity with an open, charming local tone of voice, ready to scale.

Challenge

The stereotype says coal dust; the reality is deep-rooted culture and a multicultural society. Our challenge was to capture both: grit and grace, dialect and diversity, street and stage. Most city magazines chase trends; we wanted a compass. We needed a name that felt familiar —IMPOTT—and rules that travel from screen to street. The design had to feel native to the Ruhrgebiet: loud when needed, quiet when it counts, legible across social, news, print, and nights out, with an editorial grid tough enough for daily use.

Result

A brand that feels solid and speaks human. IMPOTT arrives as a bold wordmark and a flexible editorial system that moves fast. Photos show real streets & old architecture; type is practical with character and flexibility; colors echo freshness. Rollout is clear: a website with news, quick social formats, print magazine, event kits, and guidelines to keep the target group engaged. It’s more than a magazine—it’s a meeting place that feels like home.

Project duration: 6 months

Deliverables:
Competitor Analysis, Brand strategy definition, Brand Design Development,
Brand Asset development

Photo credits: Alessandra Mels, Essen