Crafting Spaces and Shaping Perceptions

Close your eyes for a moment. Picture your favourite spot in the city or a place from a city you’ve visited that left a lasting impression. What do you see, hear, or even smell? Maybe it’s the warm glow of streetlights, the hum of conversation at a nearby café, or the scent of fresh rain on the pavement. This experience isn’t just a happy accident. It's the result of careful design, largely thanks to urban planning. It's like an invisible hand, shaping how we move, gather, and feel in our surroundings.

Urban planning is much more than zoning laws and building codes. It’s the art of creating spaces that tell a story. Every park, street, and building forms part of a larger narrative that gives a community its unique character. Urban planners choreograph the interaction between people and places, guiding how they experience their environment. It’s not just about where things go; it’s about crafting spaces that make people feel a certain way—whether that’s a sense of community, excitement, or tranquility.

In many ways, what we do at Berlin is quite similar. Our campaigns are like cityscapes of ideas, designed to invite engagement and foster connections. Each project we work on is about building an ecosystem where brands, messages, and people come together. We navigate the landscape of perception, building bridges between ideas and the audiences they’re meant for. Just as an urban planner designs a public square to bring people together, we craft messages that spark conversation, shift perspectives, and inspire action.

When I first trained as an urban planner, I didn’t expect to find myself at a creative advertising agency. Yet, the deeper I delve into communications, the more I see the similarities. Both fields require an understanding of human behaviour, a talent for storytelling, and a knack for shaping experiences. Formal training as an urban planner certainly helps build specific skills, but the essence of planning—the creation of spaces that resonate with people—is something we all can instinctively grasp. We've all felt it, knowingly or not, every time we’ve wandered through a vibrant market square or found solace in a quiet park.

Both urban planning and communications are deeply rooted in the art of communication. An urban planner must convey complex ideas to a wide range of audiences—government officials, community members, developers—each with their own viewpoints and priorities. They translate technical jargon into something everyone can understand, often using diagrams, models, and public consultations to bring abstract concepts to life. Similarly, our work involves turning a brand's identity into a compelling story. We engage with clients, stakeholders, and audiences to create narratives that resonate. Whether envisioning a mixed-use neighbourhood or building a brand identity, it’s all about articulating a vision in a way that people can connect with.

Of course, the tools and end goals differ. Urban planners work with concrete, steel, and green spaces to shape the physical world. They design for movement, accessibility, and experience, ensuring the spaces they create are not just functional but enriching. In contrast, we use words, visuals, and strategy to shape ideas. We design for clarity, emotion, and impact, aiming for messages that aren't just heard but felt.

At the core, we're both architects of experience. One lays the bricks of city streets, the other paves pathways of thought. One shapes physical spaces for life to unfold, the other creates mental spaces for ideas to flourish. Whether it’s crafting a neighbourhood or shaping a narrative, the heart of our work is about helping people connect—with places, with ideas, and with each other.

So, the next time you find yourself in a thoughtfully designed park or are moved by a compelling message, remember: both are the product of someone’s careful planning. Different tools, different canvases, but the same shared goal—to create a world that feels a bit more meaningful and connected.

- Mike is a Senior Strategist with Berlin and has practiced as an Urban Planner for both public and private organizations. He holds a Masters Degree in Urban & Regional Planning from the University of Alberta.