We were commissioned by the Street Art Museum Amsterdam to develop a new strategy for 2019 and a visual identity to communicate all of its activities.

Founded in 2010 as a means to stimulate the local economy, the museum functions as a community-led, open-air research laboratory that meets the typical expectations of a museum's assumed authority. Through its collection, the museum surprises and enriches visitors, communities, and society as a whole. It is this fluidity, agility, and transience that positions SAMA as a unique facilitator of a fleeting and intangible heritage of both art and history. Check out their website for more info!

To start, we created a new visual identity, including a logo, a graphic toolbox, stationery, and a new quarterly program. As an ecomuseum, playfulness and education are central. We developed a logo that changes shape like Tetris and changes color like a chameleon.

In our rapidly changing society, the Amsterdam street art museum tells stories that we must not forget. With its artworks on human rights, capitalism, ecological justice, and social and political issues, the Street Art Museum Amsterdam aims to inspire a diverse audience. These topics of public interest serve as a great opening for dialogue, and because street art is always connected to its location, it acts as a tool to broaden perspectives. It primarily serves a local function and is especially important for the neighborhood in which it is located: Amsterdam, Nieuw-West district.