Amsteldok: WPP Campus Amsterdam

  • Graham Sturt

When leading communication services multinational WPP decided to brand its new Amsterdam campus, they turned to us to develop a name, brand identity and overall attitude and tone of voice. Not only did the identity need to capture the creative DNA of all 15 of WPP’s Dutch agencies and their sum total of 1500 employees, it also needed to establish 
the campus as an important new creative powerhouse in the city of Amsterdam. The end result was a total brand identity immersed into every aspect of the campus – from logotype, iconography, wayfinding and tone of voice to custom furniture, interactive installations and statement walls. The conceptual framework we developed was later applied to other WPP campuses around the world, including London, Milan, Madrid, Prague, Detroit and Toronto.