A new urban neighbourhood is taking shape on the former site of Heidelberger Druckmaschinen. Working with EPPLE, Götz Gramlich developed an identity that goes well beyond conventional branding through an expanded approach to art in architecture: “Kultur am Bau”, which extends the integration of art into the built environment to encompass culture more broadly. The site’s history serves as the starting point for a cutting edge neighbourhood identity rather than a heritage display. Naming, narrative, typography, colour and cultural concepts come together in a coherent identity system that connects architecture, communication and the future life of the neighbourhood. Developed in close collaboration with the project team, the identity establishes the visual foundation for all neighbourhood communications. It accompanies the project from marketing through to public spaces and future cultural programmes, providing a consistent framework that brings the neighbourhood’s character to life across a wide range of touchpoints.