As part of its relocation to a newly renovated former cinema, the Schaerbeek Cultural Center entrusted Studio Fiftyfifty, a Brussels-based branding and visual identity agency, with a complete rebranding. The ambition was to rethink its positioning, modernize its image and create a strong, inclusive brand deeply rooted in local community life. Through collaborative workshops and a public consultation process, we developed a participatory brand strategy, shaped by the voices of cultural partners and local residents.

This collective approach led to the creation of a new name, SKA — short, impactful, universal and directly connected to Schaerbeek. Building on this naming, we designed a clear brand platform along with a dynamic, colorful and joyful visual identity, featuring soft rounded typography and a flexible graphic system that works seamlessly across print, digital and environmental design.

Developed in close collaboration with the architects, the identity integrates naturally into the new building to create a cohesive and welcoming experience. SKA becomes a contemporary, accessible cultural hub, where every resident can meet, create and express themselves. A project that highlights Studio Fiftyfifty’s expertise in naming, brand strategy and visual identity design for cultural and public institutions in Brussels and beyond.