How do branding & wayfinding shape urban spaces?
In this episode, together with Michaela Pihl Olsen from Urgent Agency we discuss wayfinding, its relationship with placemaking, branding, and urban development, and how these elements contribute to creating meaningful spaces.
A multidisciplinary journey into wayfinding
Michaela was educated as an architect at the Royal Academy in Copenhagen, where she initially focused on furniture and small-scale architecture. Over time, she developed an interest in graphic design and the spatial applications of communication design. Her passion led her to pursue a master's degree in Type and Wayfinding, a specialized field combining typography with spatial navigation.
During the studies, she explored the intersection between graphic and spatial design, learning how visual communication plays a key role in guiding people through spaces. She was a part of Kontrapunkt, a Danish design firm responsible for major wayfinding projects, including the Copenhagen Airport, Danish State Railways (DSB) or Danish Pharmacies. This experience ultimately led her to Urgent.Agency, where she is working today.
The architectural influence on wayfinding
Michaela’s background in architecture has significantly influenced her approach to wayfinding. Architecture provides an understanding of spatial relationships and human interaction within a built environment. This anthropological perspective, combined with design principles, allows her and her team to create wayfinding solutions that not only direct movement but also enhance the user experience.
She recalls how Danish design history has always emphasized a holistic approach, citing figures like Arne Jacobsen, who seamlessly combined architecture with graphic design. Inspired by this tradition, Michaela’s teacher at the Royal Academy instilled in her the importance of considering every detail, from the typography of signs to the placement of buildings, as part of a cohesive design strategy.
The status of wayfinding in Denmark
Surprisingly, despite Denmark’s strong design heritage, wayfinding remains a niche discipline with only a few dedicated agencies. Michaela relates this to several factors, including:
the discontinuation of wayfinding-specific education programs
the fragmentation of the field across different stakeholders.
While some architectural firms have dedicated wayfinding departments, many manufacturers responsible for producing signage also take on the conceptual and strategic aspects of projects.
Regulations and funding structures also play a role. Unlike public art, which benefits from designated funding, wayfinding is often considered a subcategory of interior design rather than a fundamental component of urban development. This lack of financial and regulatory support limits the prioritization of wayfinding in architectural projects.
Urgent Agency’s approach to place branding and wayfinding
Urgent Agency differentiates itself by taking an interdisciplinary approach to design. With a focus on both corporate branding and place branding, the agency integrates storytelling into its design process. Wayfinding, in this context, is not just about directing people—it’s about creating meaningful, authentic experiences that foster engagement and a sense of place.
Through visual communication, branding, and community-driven initiatives, Urgent Agency ensures that wayfinding is not just an afterthought but a central element of placemaking. This involves considering both top-down and bottom-up perspectives—balancing strategic branding with local engagement to create environments that feel both navigable and welcoming.
Can wayfinding and placemaking create a sense of belonging or inclusion?
Michaela brings up an intriguing paradox: to create a sense of belonging, there must also be a degree of exclusion. A space that creates a strong identity for one group may inherently feel less accessible to others.
This complexity relates to social structures, where people form identities based on their affiliations—whether to a company, a nation, or a cultural group. Understanding this is crucial in designing spaces that are both functional and meaningful, with a balance between inclusivity and identity.
Looking ahead
Our conversation with Michaela discusses the evolving role of wayfinding in urban development and branding. As cities grow more complex, the need for thoughtful, user-centric navigation systems will only increase. Whether through digital tools or physical signage, wayfinding remains a powerful tool for shaping our experience of space.
By integrating wayfinding with branding and placemaking, designers contribute to the creation of cities that are not just navigable, but also welcoming and engaging. This conversation reminds us that good design is not just about aesthetics—it’s about how people experience and interact with their environments.
Tingbjerg in the making | nrep.com
The role of branding in urban transformation: lessons from Carlsberg Byen and Tingbjerg
Strengthening history through storytelling
One of the key aspects of successful urban transformation is the ability to reinforce and prolong the historical narrative of a place. In the case of Carlsberg Byen, this has been achieved through a combination of modern housing developments and a strong connection to the area's past. The branding efforts integrate environmental graphics, historic references, and even street names that relate to the district’s brewing heritage.
Place branding and wayfinding at scale
Creating a strong brand identity for an entire district is a complex challenge, especially when compared to branding a single building. In Carlsberg Byen, branding efforts began even before the first construction phase. The district was marketed through digital storytelling and a dedicated website, allowing developers to build anticipation and engage potential partners early on. This strategic approach not only helped attract commercial investors but also laid the groundwork for a strong community identity before the place even physically existed.
A key takeaway from this process is the importance of early communication in urban development. By defining the brand identity from the start, developers can ensure that architectural choices, public spaces, and commercial elements align with the district's vision.
To learn even more about placemaking you can listen to our episode on this topic with Rosanna Vitiello:
Balancing commercial interests and community needs
In Carlsberg Byen, careful curation of commercial activities has played a key role in shaping the district’s character. The selection process ensures that businesses fit the area’s demographic, which largely consists of families and young professionals. Branding elements—such as subtle architectural details referencing beer production—reinforce the historical identity of the place while maintaining a modern, livable environment.
Branding extends beyond visuals. The effort to establish Carlsberg Byen as a car-free or low-traffic district aligns with Copenhagen’s broader urban mobility goals. By building these values into the branding strategy from the start, the district successfully supports the city's vision.
Tingbjerg: changing perceptions through branding
While Carlsberg Byen is an example of reinforcing a strong historical identity, Tingbjerg presents a different challenge: evolving its narrative. Originally designed by renowned architect Steen Eiler Rasmussen as a ‘dream city for children’, Tingbjerg has faced reputational challenges in recent decades. Despite a strong community and architectural heritage, it has often been associated with crime and placed on Denmark’s ‘ghetto list’ making it difficult to attract and retain residents.
Building on its strengths, Danish developer NREP collaborated with architectural firm Vandkunsten to introduce new housing and attract a diverse mix of residents. However, physical changes alone were not enough—celebrating Tingbjerg’s existing qualities and amplifying its positive stories were essential to shifting public perception.
A renewed identity for Tingbjerg
The approach to reshaping Tingbjerg’s perception was rooted in rediscovering and strengthening its original vision. Rather than imposing a new identity, the focus was on elevating its rich architectural and cultural heritage while acknowledging the complexities of place-making.
Key elements of this approach included:
A refreshed visual identity that honored Rasmussen’s original vision of a family-friendly district while embracing contemporary values.
A new website and digital presence to highlight Tingbjerg’s ongoing developments and everyday life, celebrating the community’s narratives.
A commitment to storytelling and open dialogue, ensuring that existing and new initiatives are recognized and appreciated.
Physical branding elements that complemented the district’s unique character and reinforced a sense of belonging for residents.
Importantly, shaping a place brand is a long-term process. A visual identity and communication strategy alone cannot redefine a neighborhood, but they can help steer perceptions by amplifying the lived experiences of residents and fostering a sense of pride.
Carlsberg Byen | carlsbergbyen.dk
Strengthening identity through community and engagement
Tingbjerg already has a strong foundation of community initiatives that contribute to its current identity. One example is the Tingbjerg Challenge, a sports event that has grown into a recognizable sub-brand within the district’s broader visual identity. By enhancing and integrating such activities, the aim has been to increase participation and strengthen Tingbjerg’s sense of community.
Beyond sports, exhibitions have been organized to showcase life in Tingbjerg through the eyes of its residents. These initiatives serve as powerful tools for shaping perception, allowing people to experience the neighborhood’s energy and diversity firsthand.
Rather than ‘fixing’ an image, the focus in Tingbjerg has been on fostering a more accurate and nuanced narrative—one that reflects its strengths, acknowledges its challenges, and evolves organically over time through the stories and actions of its community.
Understanding resident perspectives: the citizen study
A key component of the transformation has been the Beboerundersøgelse, a study conducted among Tingbjerg’s residents to understand their perceptions and expectations. One of the most striking findings was the emphasis on safety—a topic that, paradoxically, can create a heightened sense of insecurity when overemphasized.
To address this challenge, a brand strategy was developed prior to launching the visual identity. This included core narratives and key messages that provided a framework for discussing Tingbjerg in a way that moved beyond safety concerns. Instead, the strategy emphasized heritage, progress, and community spirit, ensuring a more balanced and forward-looking representation of the area.
Summary: the power of early branding in urban development
Both Carlsberg Byen and Tingbjerg showcase the critical role that branding plays in shaping urban identity. Whether reinforcing an existing narrative or transforming public perception, early engagement in storytelling, wayfinding, and place-making can significantly influence the success of a development project.
For developers, urban planners, and branding agencies, these case studies highlight the importance of integrating branding into the earliest stages of planning. A well-defined identity ensures that architectural, commercial, and public space decisions align with the vision for the district, ultimately creating places where people want to live, work, and visit.
Book recommendation of the episode
"The Image of the City" by Kevin Lynch.
