De Porre is more than a residential development. Located on the grounds of a former textile factory in Ghent, it carries the memory of generations who lived, worked and grew up around the site.
Our challenge was to create a brand story that respected this rich heritage while introducing a new chapter for the neighbourhood. Rather than positioning De Porre as a collection of buildings, we wanted to frame it as an evolving community, a place where existing residents and new neighbours could feel equally at home.
The task was to develop a distinctive identity that could unite three different residential typologies under one narrative, while expressing the balance between collective living and individual homes.
We built the brand around the idea of weaving, a direct reference to the site’s textile past and a powerful metaphor for community. This narrative became the foundation for the naming, positioning and verbal identity of the project.
The three residential volumes were given their own names and personalities: The Atelier, De Bobijntjes and De Spoel. Together, they form a coherent story that celebrates both individuality and togetherness.
Through a carefully crafted brand manifesto, messaging framework and visual storytelling, we translated the project’s architectural vision into a human narrative. The result is a place brand that connects past and future, heritage and contemporary living, creating a strong sense of belonging long before the first residents move in.
