Ready to
take the
pitch.
White Rabbit's response to the Noah Park brand identity brief, a brand built from the ground up. Stadium, Academy, Masterplan, Vagharshapat, Republic of Armenia.
Yes. We're in.
Noah Park is a brief we want. An identity that has to grow out of architecture and territory instead of sitting on top of it, for a client who explicitly does not want the obvious stadium clichés. We have genuine capacity across August and September 2026, and we would rather be measured on how we think than on a client list that happens to include a stadium.
We read the brief.
Twice.
Noah Park sits between Yerevan and Vagharshapat: capital and sanctuary, metropolitan and ancient. The brand cannot pick a side. It has to hold both poles at once, without turning into a tourism logo for either.
Approach, light, water and topography come first; the building reveals itself gradually. The identity needs to work as a sequence across scale and distance, not as one static mark stamped on a gate.
Tuff stone, mass, shadow, geometry: material and proportion as structure, not applied ornament. The visual system should be built from these principles, not from literal national symbols dropped onto a logo.
Stadium, Academy, Training Centre, Park, future school: distinct environments, one family. What is actually being commissioned is brand architecture with rules, not a logo with a few colour variants.
Elite, controlled performance spaces sit metres from a public park and plaza. The identity has to flex between an exclusive register and a civic one without contradicting itself in either direction.
The brief is explicit: growth, care, knowledge, belonging and continuity between generations, not only power, aggression and victory. That is the opening a default sports-branding studio is most likely to miss.
Section 10 of the brief, read closely, not skimmed.
Three decades of international brand direction, now built around one client at a time.
Founder Alberto Maccari spent nearly thirty years as Creative Director, Art Director and UX designer inside three of the world's biggest advertising networks, TBWA, Havas and J. Walter Thompson, across Milan, Düsseldorf, Moscow and Munich, leading consumer and social communication for international brands. White Rabbit exists to put that same discipline behind projects that need a senior hand and a single point of contact, not a holding company's account structure. A brief that has to travel from Yerevan to a Milan presentation to MIPIM Cannes, in one coherent voice, is exactly the kind of cross-border, high-stakes assignment that experience was built for.
years directing brand and communication work inside international agency networks, TBWA, Havas, J. Walter Thompson.
European cities where that experience was built, Milan, Düsseldorf, Moscow, Munich, before Brussels.
senior crew per project, the discipline of a global network without the layers.
Noah Park would be our first project at this physical and territorial scale. Worth saying plainly, the same way we'd want to be told.
Built for speed,
without the shortcuts.
Noah Park's calendar is unforgiving: a Milan presentation, a vision film, founding-partner materials, MIPIM Cannes, a conference circuit, before the identity is even a year old. We already build AI-native production into how we work. Same capability, aimed at your milestones instead of ours.
Avatar Explainerswatch ↗
Realistic presenters briefing founding partners and sponsors on the Noah Park story, ready before the next call, not the next quarter.
Animated Explainerswatch ↗
The masterplan's logic, the ecosystem, the phasing, turned into a short film for Milan and MIPIM, at a fraction of a broadcast production budget.
Video Interviewswatch ↗
Founder, architect and Academy conversations, studio or remote, cut for LinkedIn, YouTube and the conference circuit.
Video Storytellingwatch ↗
The vision film your timeline already calls for, cinematic enough for an international launch, fast enough for your deadline.
Technology is never the point. We tell stories that move people. These tools just make them faster, multilingual and ready for Milan.
Not stadiums.
Systems.
European institutional and B2B systems, built to hold many stakeholders together under one governable identity. Noah Park's ecosystem, Stadium, Academy, Park, Training Centre, would put the same discipline to work at architectural and territorial scale.
Small squad.
Senior only.
Alberto Maccari
Founder & Creative Director. Nearly thirty years at TBWA, Havas and J. Walter Thompson across Milan, Düsseldorf, Moscow and Munich. Single point of contact for Noah Park and the architectural consortium.
Lucie Basset
EU Client Strategy Director. Leads client relationships and stakeholder engagement, turning complex, multi-party objectives into a clear plan, from investor group to architects to founding partners.
Ready for
August.
Genuine capacity confirmed across August–September 2026, ahead of kick-off week of 15 September 2026.
Indicative fee range for the full scope below, in line with our usual scale of engagement. For guidance only, refined at tender stage.
- Naming and brand platform
- Visual identity system
- Application on architecture
- Communication materials
- Digital baseline
- Full Brand Bible
8 August was full time. We're asking for extra time.
This is a light EOI, not a pitch, and it lands after your original deadline. If Stage 1 is still open, we get the full brief and two more weeks to show real thinking, not a deadline to fake. If it has already closed, we would still welcome being considered for what comes next.
Contact Alberto →WHITE RABBIT BRUSSELS
SQUARE DE MEEÛS 35 · 1000 BRUSSELS
REF. NP‑BRAND‑EOI‑2026‑01 · ORIGINAL EOI DUE 8 AUGUST 2026