From coastline to city
Naming Europe's largest urban regeneration project
A site the size of a city, with no name people could yet picture.
We built the messaging architecture and naming strategy for The Ellinikon, a development that had to speak to residents, investors and a city all at once.
Once Athens' international airport, The Ellinikon is becoming Europe's largest smart city — residential space, a business hub, a 75,000m² inner-city park, and Greece's tallest tower. An €8 million masterplan called for a full destination brand: a masterbrand, several sub-brands, and a naming framework built to speak to very different audiences at once.
Getting that naming architecture right early is what let each part of the development carry its own identity while still reading as one place — a model relevant to any large-scale masterplan or destination brand launching across multiple audiences simultaneously.
What is naming architecture for a large development?
It's the system that lets a masterplan's individual parts (a park, a business hub, residential zones) carry distinct names and identities while still reading as one coherent destination brand.
Is this relevant to developments outside Greece?
Yes — the naming and destination-branding framework applies to any large-scale masterplan project needing to speak to residents, investors and a city simultaneously.