I believe that even the most iconic brands need room to breathe, not by abandoning their identity, but by reimagining how it’s experienced. That’s what Heineken asked me to explore.

They approached me with a unique challenge: to rethink their outdoor light signs. The glowing emblems that mark bars and shape how people encounter the brand in the real world. But instead of just refreshing the design, they invited us to treat it as a concept piece, a chance to push beyond guidelines and imagine where the brand could go next.

I focused less on strict branding, and more on brand experience. Keeping only the essential elements, we reinterpreted the sign as a cultural object, something that doesn’t just say Heineken, but feels like Heineken in a new, more expressive way.