In a world where brands are becoming more fluid and adaptive, Kulturhavna is a perfect example of what the future of branding looks like. As covered by It’s Nice That and explored in a viral TikTok by @tatumbrant.co, this Norwegian waterfront development embraces an identity system that shifts and evolves with its audience.
The future of branding is about creating living systems that evolve alongside their audience. Instead of a single, unchanging mark, today’s most forward-thinking identities are dynamic, responsive, and shaped by participation. An example is Kulturhavna, a waterfront development in Norway designed by the creative agency ANTI. Their approach to branding wasn’t just about a logo—it was a modular system of over 375 illustrative components and 125 activity icons, resulting in nearly two million possible configurations. The design adapts based on how the community interacts with the space, making branding feel organic rather than imposed. Every visitor to this “third space” could potentially be assigned their own unique configuration, tailored to their leisure preferences and interests.
This shift reflects a larger movement in design; one that prioritizes participation over uniformity. Kulturhavna’s branding is a tool that empowers the community to leave its mark. Instead of enforcing a single look, modern identities should grow, adapt, and respond to real-world interactions. This approach makes branding feel more personal and lived-in, a reflection of the people who engage with it rather than just a corporate stamp of ownership. As we move forward, the most impactful brands will be experienced and shaped in real-time by the people they serve.
