DNCO rebrands Amsterdam's Zuidas business district as 'Zudo' with a village-focused identity
By
Abbey Bamford
Crackles when you bite it. Shows the baker did the work.
Summary
DNCO was tasked with rebranding Amsterdam's Zuidas business district — known for its glass towers and corporate atmosphere — into 'Zudo', a new village-like identity aimed at transforming the former ABN AMRO headquarters into a mixed-use neighborhood with homes, workspaces, and streets. The identity uses a playful bilingual voice and local character research to shift long-held perceptions of Zuidas as a purely business-oriented district.
Key quotes
· 3 pulledAsk almost any Amsterdammer, and you'll hear the same thing: it's not the kind of place you go for a stroll, or to bump into your neighbour, or to enjoy anything resembling a village atmosphere.
DNCO had something of an impossible task when they were brought in to support the transformation of the former ABN AMRO headquarters into a lively mix of homes, workspaces and neighbourhood streets.
Blending research, local character and a playful bilingual voice, the identity hopes to shift long-held perceptions of Zuidas as a district built only for business.
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