Design rationale

COURSES &#8211; FVS

The typography drew inspiration from vernacular design like vintage boxing posters, protest signs, and street flyers, nodding to the communal and accessible aspect of this global experience

“Enduring visual identities should be thought of as languages, not systems.”

to define a bold brand world that reflected their mission, and redefined all areas of the brand from the user experience to the way it shows up in the world.

Design principles were formed early in the process, developed to guide the identity and ways of working, setting the right expression for the brand by aligning to customers expectations and business strategies.

Bridge strategy concept and design with intention and craft

I believe in simple yet strong ideas that bring smart, consistent, and creative communication to every design project.

The identity is true to the Dutch Design tradition: simple, intelligent, minimalist and experimental, without losing sight of the Song Contest’s humour and sparkle.


The visual system centres on the “threshold,” a dynamic graphic pattern symbolising the journey from frontier to frontline. Enriched with striped gradients, this versatile form serves as a bridge between past and future. It is used across various applications—from backgrounds behind photography to integrated text-image designs—uniting the brand’s visual identity and illustrating the transition from ideas to impactful actions.

W Hotels

 “On the other hand, to develop a system that was flexible enough to adapt to Sundance’s various communication needs through the year” and be able to flex seamlessly between signage and editorial content. In turn, working with frames in this context serves both “as a sharp modular grid to organise information, as well as an immersive window that transports audiences into unique worlds and stories,” continues the studio.

Brand attitude
Brand guidelines are dead. The world is changing so fast that stiff visual consistency doesn't matter anymore. What we used to identify as consistent brand codes (logo, color, typography, iconography) is questioned. What matters now is to have a strong 'brand attitude' coupled with a strong signature. Brands embracing today's chaos with free versatile creative brand campaigns, initiatives, and collaborations will lead the pack.

that is to figure out what your brand stands for, and then figure out how to communicate that really well. This is why ‘authenticity’ has become such a buzz word in brand design circles – because after the explosion of slick, clinical “blanding” that dominated the industry of yesteryear, brands all around the world came to understand that what their audiences really crave is relatability and personality. “I think clients have seen a market shift in desire to engage with brands that have an authentic story, which can often translate into a more original, human-made aesthetic,”

Just like a well-built home, a brand’s motion identity needs a strong core foundation—one that supports differentiation and allows for authentic expression.

This approach not only guided our refinement of individual brand elements, but inspired how we brought them together in a smart, modular system that could flex across their multiple finance products

Illustrations
05
Our new brand also introduces a system of graphic illustrations, inspired by the idea that nobody’s journey looks the same. Everyone takes a different path towards opportunity, and this system brings that concept to life.

Through design, we craft a visual language that resonates with our emotions and senses, embodying a transformative and impactful narrative for the world.​​​​​​​

I see it as something far bolder: a statement about embracing — and loving — all aspects of the city. The good, the bad, the ugly. I’m from Baltimore, and this reminds me of the “BALT” rat sticker — an underground emblem that spread across Charm City and now adorns countless bumpers, car windows, skateboards, street signs, light poles, trash cans, and pretty much anywhere else you can slap a sticker. NTW’s rat is cut from the same cloth. It’s an embrace of the grit and the grime, a rallying cry for the underdog, and an extended middle finger to Big Sneaker’s gloss and polish. It’s defiant, unapologetic, and perfectly in step with the brand’s manifesto of “NO”.

"At the highest level, our wordmark uses oblique letterforms to communicate a sense of movement and that momentum is further reinforced by the integrated arrow."

BaseMEL approached the campaign not as a static identity, but as a digital instrument. A living tool that threads tradition through technology.

Contextual and adaptive, yet always part of one recognisable whole.

We fused the precision of engineering with a softer, more humanist sensibility—reflecting Vast’s commitment to designing space stations centered around people.