Barcode, a waterfront real-estate development in Oslo, Norway, provides residents with all the amenities of modern living while capturing the majestic scenery of the nearby fjords. Working with the project owners and real estate companies Oslo S Development, Braaten Property, DNB Property and Kommunal Landpensjonskasse, ad agency ANTI created a simple, scaleable brand identity that evokes Barcode’s skyline. “Our task was to create an identity that would inspire and create focus both on the breathtaking skyline, and on the life that happens inside the structures,” says ANTI’s chief creative officer and founding partner, Kjetil Wold. “We wanted to fill the spaces with experiences, people, love and cultural activities, and that is where we found our concept.” Visually connected to the real-estate development structures, lines based on set heights form the basis for the identity’s grid, and can be filled with communications, signage and imagery, or incorporated seamlessly into furniture designs, installations and social media accounts. “We based our work on Scandinavian principles of simplicity, and developed the concept into an intuitive communication system that could be explored in many different ways,” says ANTI’s senior designer Mats Ottdal. “It was amazing how this simple idea blossomed in an entire design manual, and naturally lent itself so easy to advertising concepts.” 

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