Design Against Fear: When Branding Becomes Social Protection

WTF – What The Fear makes visible what often remains unseen: violence and discrimination in public space.

On Hamburg’s Reeperbahn – the city’s most iconic yet conflict-ridden nightlife spot – a transparent, temporary infopoint creates space for dialogue, awareness and empowerment. In the heart of nightlife, it becomes a place of participation, centering marginalized perspectives and initiating real change.

The project is part of to be aware by Clubkombinat Hamburg. We supported it pro bono with naming, design and communication strategy – based on the corporate identity we created for Clubkombinat in 2024.

WTF is a prime example of how design can take on social responsibility: by creating visibility, communicating values, and fostering solidarity. The insights gained will serve as the foundation for a strategic protection concept, making public space safer and more inclusive in the long term.

For Karl Anders, this collaboration is a key element in our Hamburg high- and subcultural network – and proof of the social impact of Contemporary Branding.