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Kinda Special
Project type
Branding, communication and go-to-market strategy for a curated event series
That's what it's about
Kinda Special is an event series that brings together art, culture, music, innovation, and current events. The format ranges from talk series and dinners to exhibitions and parties – always curated, always multisensory, always with a clear focus on atmosphere, guests, and venues.
Date
2026
Location
Berlin
Together with the Nedjabat Network, we developed our own brand, which will be established in 2026 as a cultural format with a distinct message: recognition, desirability, and a communication system that prioritizes invitation over advertising. Simultaneously, it's a go-to market that works in Vienna, Berlin, and Munich: through networking, partnerships, venues, and a clear invite logic.
How we achieved this:
Brand & Positioning: The brand promise, tone, and story are structured so that Kinda Special is recognizable as a format and a philosophy – not just a loose collection of events.
Naming and Copy System: Communication elements were developed that consistently play on the name ("kinda special / kinda very special") and remain recognizable at every touchpoint.
Information Architecture for the Website: The structure and content are designed for quick understanding: What is the format, what types of events are offered, how can you get involved, and why is it worth attending?
Go-to-market strategy: Building a presence through curated partners (locations, artists, hosts), targeted guest lists, and recurring event series instead of one-off events—focusing on momentum and community engagement.
Experience design principles: Defined guidelines for location selection, guest curation, and multisensory storytelling to ensure each event feels consistent yet fresh.
