Amsteldok

A place to create 

IN BRIEF

Amsterdam now has a new landmark: Amsteldok, the new campus for WPP’s Dutch agencies, with the brand created by our Amsterdam team. The new destination on the banks of the Amstel River is immersed into the fabric of the city, bringing together thousands of WPP people and its agencies under one roof. A space to breathe, to create, and to enjoy life in Amsterdam.

 

WHAT WE DID 

We created a new name - Amsteldok – as a nod to the campus’s location on the banks of the Amstel, and a reverence for the city’s unrivalled maritime history and its role as a gateway to Europe.

The visual language of the brand, its identity and typographic forms are inspired by the campus’s physical structure and the language of the Amsterdam School of Architecture, an expressive 20th century style predominant throughout the city.

Working with iconic font studio, Monotype, we created a dynamic logotype in a responsive font, which changes according to interaction and time, day and night. When displayed throughout the campus, the letterforms follow the human movement, shifting and evolving in continuous motion, literally breathing creativity within space.

The identity is immersed into the texture of the campus’s building – from logotype, iconography and communications to custom furniture, interactive installations and statement walls. The signage is tactile; the colours are derived from urban materials, and the wayfinding icons make a playful turn of
Dutch iconic symbols - bike icons that look like the ones you find on Amsterdam streets, glass icons in the shape of Heineken glasses, and the outline of an electric car marking the parking for campus residents.

Coming together, these elements define a real campus identity, uniting very different agencies in a combined home that enables creativity, new ideas and collaboration.

“WPP’s Amsterdam campus demonstrates our continued investment in our people and commitment to the Dutch market, which is one of the most dynamic and forward-looking in the world. WPP campuses help us deliver a simpler, more integrated offer to clients by bringing great agency brands together under one roof and providing easier access to our collective talent. Giving our people modern, world-class working environments allows them to do their best creative work, it encourages closer collaboration and it’s an important part of building an open and optimistic culture at WPP.”

Mark Read
CEO, WPP