Amsterdam Museum

An inclusive urban culture, also in exhibitions

The Amsterdam Museum asked us to brand Refresh, a biannual manifestation in which contemporary makers define how migration, gentrification, and the colonial past of The Netherlands, impact the city’s dynamic. Because although Amsterdam is known for its diverse urban culture, this same culture is often underrepresented in museums. And representing the city as a whole can only be done when all voices are heard.

We created a design system that offers a platform for these stories & artworks and anchors them firmly into the city’s urban landscape.

Different perceptions within one story


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Refresh Amsterdam is on display in the Amsterdam Museum since December 11, 2020. The first edition, "Sense of Place" was organized in collaboration with Amsterdam cultural houses: De Appel, CBK Zuidoost, Compagnietheater, OSCAM, Rijksakademie van Beeldende Kunsten, SEXYLAND and The Black Archives. "Sense of Place" is about people and their perception of a place. Cities such as Amsterdam are constantly in motion and therefore cannot be seen separately from all those differences in background, culture, tradition, and perception. Refresh Amsterdam starts from the realization that urban culture consists of the experiences of people with all kinds of different dynamics.

Since Refresh literally refreshes Amsterdam’s urban chronology, we designed a visual identity that does the same. We collaborated with photographer Kevin Osepa and urban collective United Painting to create a vibrant design system that’s in constant motion. That system connects not only the works of contemporary makers but all participating venues into one dynamic narrative.