About the
project
THE BRIEF
We were approached by Intertrust Group to assist with the branding of their new HQ in Amsterdam.
EDGE Amsterdam West, a 1970s building, was redeveloped in 2021, transforming it into a state of the art sustainable smart building with a large atrium that allows daylight to flood into the centre of the building.
Following the rebrand of Intertrust Group which we rolled out around the world in 2020, the client wanted to showcase the new brand in their new space whilst staying true to the modern, bright and open building.
THE PROCESS/STRATEGY
We worked closely with our clients at Intertrust Group, reviewing floor plans and renders to fully understand the space. In the end, there were numerous areas of the building we needed to brand, including glass panelled offices on the two floors that Intertrust occupy, and all the ground floor meeting areas and reception. We then adapted the new brand elements in a way that made them fit the space whilst staying on brand and identifiably Intertrust.
Like all successful businesses Intertrust places a lot of emphasis on collaboration. With a brand identity centred on organic, sinuous ribbon shapes we were able to bring the organisation together literally by using the adapted ribbon continuously across different spaces in the office.
With an office of this size there were a few challenges to overcome, one being privacy. We needed to ensure that meetings could remain private if required, and again the ribbon design came to our rescue, allowing us to apply branding across adjoining spaces but with varying degrees of opacity.
The next challenge was wayfinding. As the office was split into multiple towers we made use of the colours in the brand palette to identify each tower. We worked with the client on wayfinding concepts that could be incorporated into the final design.
THE RESULTS
The office opened to staff in November 2022 with a launch party to celebrate. Feedback from all stakeholders has been hugely positive and the end result is a bright and modern office space with elegant branding to match.
