Nextensa approached us with a monumental project: transforming the former Proximus towers at Brussels North Station into Beltowers. While the new name was already set in stone, the project completely lacked a visual identity and a communication strategy.
The brief was clear but ambitious: Nextensa needed a brand identity as iconic as the building itself. They were looking for a graphic and communicative vision that would capture the tower’s defining presence in the Brussels skyline, while seamlessly guiding this landmark into its next era. We needed to give Beltowers a voice and a look that matched its architectural magnitude.
We built the brand from the ground up, starting with in-depth research that led us to a strong, forward-looking baseline: “Rising Opportunities.” From there, we developed a graphic concept directly inspired by the building’s architecture. We played with typography by stacking copy on top of each other, perfectly mirroring the way the tower’s floors are physically layered. To emphasize the building’s relationship with its environment, we introduced dynamic color gradients. These gradients reflect the ever-changing sky, much like the glass facades of the towers themselves. Beltowers is a structure that boldly defines the skyline, yet naturally blends into it. We brought this vision to life across a complete suite of deliverables. The result? Beltowers isn’t just an architectural landmark anymore; it’s a fully branded, market-ready icon prepared for its next chapter.
Alongside the branding, we were asked to design thoughtful goodies for the launch event. We came up with a custom-roasted coffee blend from a nearby roastery, alongside T-shirts that capture your favorite part of the day. We also included a flower seed mix to bloom an extra square meter of nature, anticipating the abundant greenery the Beltowers will bring. To top it off, we added a special touch: unique, numbered prints of the sky, painted directly from the Beltowers.
