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This is not about a fancy animated logo – it’s about the people who live in a space. Werk_39 is the new co-innovation lab of the medical technology company Aesculap AG. It represents a holistic approach to brand architecture that goes far beyond business cards and branded biros. Werk_39 reflects the context of the historic factory architecture and combines tradition with modernity to generate an authentic and remarkable brand. To initiate a creative working culture with a start-up-like infrastructure, the designers developed a collaborative approach that involved those who work in Werk_39 and the interior designers.