In collaboration with Domino Communications, we developed a comprehensive rebranding proposal for Sava Centar, one of the most important congress, cultural, and business venues in Southeast Europe. After more than three decades, the institution required a refreshed visual identity that would honor its rich legacy while positioning it for a new era. Our approach was deeply rooted in the architecture of the building itself. The new identity draws inspiration from the distinctive oblique lines of the Sava Centar facade—one of its most recognizable and iconic features. These geometric forms became the foundation of the logo, visual language, interior branding system, and reopening campaign, creating a direct connection between the brand and the architecture it represents.