De Tramkade used to be an industrial area in s'-Hertogenbosch with a tram connection to the national railway system but has since been redeveloped into a bustling creative and experimental urban space. It is home to a melting pot of social groups, cultures, creative companies and recreational and catering industries. It combines living, working and recreation in an unorthodox, renewing and exciting way that has proven successful for the municipality, which wants to create an entire area of the same nature around it. When people were asked "What is De Tramkade?" they wouldn't know how to respond, as the concept is so open and wide that it became void of any cohesion. The area needed an identity to define and communicate what they are and what they stand for while keeping the free and ever-changing nature of the culture-defining community. While a static brand would fit the area's identity last year, it would have been outdated by now. Instead, I created a brand identity that is shaped by the community and as such would change to always represent it using a generative brand identity. The unchanging nature of the area was discovered to be experiment, change & community. Combined with the visually apparent nature of the space as an industrious zone and plans for its future, a brand concept came to light: De Tramkade is a living area whose identity is shaped by its community. They work, they live and they celebrate. Just as the noise from train traffic and the waves caused by the ships passing by, the people cause vibrations. All of those vibrations form the heartbeat of the area. By using sensors placed by the municipality to register traffic vibrations and supplementing them with my own sensors spread to the area, I created a live wave map. Projecting this wave map onto a 3D -scanned height map of De Tramkade resulted in a fittingly raw and spectacular visual style that became the basis of the visual brand identity. The branding process of De Tramkade was unusual, as I decided to follow the work ethic that prevails in the area, where playful experimentation without a set target is the basis of every development that forms the current appearance of the space.