„Communicated simply better“
This philosophy was the beginning of the Hamburg media agency “initiative”’s reorientation: Progressive, close to customer’s needs and following the mission to improve communication. This dynamic was supposed to become noticeable by relocating the headquarter to the “HafenCity”, the Elbarkaden at Hong-Kong-street. “An environment which will sustainably underline the change and new Initiative and perspectively become Hamburg’s growth area whose dynamic will increasingly grow stronger within the next 3 to 5 years”, said Thorsten Schulz, CEO Initiative.
The HafenCity’s growing urban culture and the new space using an innovative architectural style were not only supposed to underline the company’s innovative character, but furthermore provide for an exciting, positive atmosphere for the 220 employees. 
„Communicated simply better“
This philosophy was the beginning of the Hamburg media agency “initiative”’s reorientation: Progressive, close to customer’s needs and following the mission to improve communication. This dynamic was supposed to become noticeable by relocating the headquarter to the “HafenCity”, the Elbarkaden at Hong-Kong-street. “An environment which will sustainably underline the change and new Initiative and perspectively become Hamburg’s growth area whose dynamic will increasingly grow stronger within the next 3 to 5 years”, said Thorsten Schulz, CEO Initiative.
The HafenCity’s growing urban culture and the new space using an innovative architectural style were not only supposed to underline the company’s innovative character, but furthermore provide for an exciting, positive atmosphere for the 220 employees. 
„Brave, fast, decisive, simple“- Those are the company’s central brand values. Each of these essential brand values is assigned one shining colour within the Corporate Identity in front of the neutral black and white background. 
This was supposed to be transferred onto the “Initiative’s” 3000sqm of new office and living space. We developed an idiosyncratic, brave room aesthetic with a dynamic expression that involves and bonds customers and allows employees to strongly identify with the agency. Homogenous, white pieces of furniture blaze in front of the background of black floors and white walls.
In the reception area, the centric white wall and the agency’s name depicted as a large sized white relief, is utilised by a lightning scenario of the four brand colours. This colourful light gently leads from reception area with the coffee bar into the conference rooms.
The space is separated mainly by ceiling-high glass walls; the graphic dynamic prints according to the Corporate Design provide a screen. Employees and their working environment contribute colourful vitality to the consciously neutral Open-Space-area with its white office furniture and the black woven carpet floors. Ceiling-high bright pictures with pictographs matching the brand’s promises underline the creativity of the “Initiative Media” and the agency’s communicative overall concept.

PHOTOGRAPHY: GÖTZ WRAGE, HAMBURG | www.goetzwrage.com

www.initiative-newsroom.de