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A self-assigned brief to rebrand Rotterdam for tourists. Rotterdam has an odd-one-out reputation in the Netherlands, and is a centre of modern art, music and architecture, so it needed branding that expressed quirkiness and attitude.

Context and development

Rotterdam is a dynamic and innovative environment, and so the branding is aimed at a young, cultural audience.

The bright colours and the diagonal arrangement of elements express vibrancy and exploration. The brand slogan, ‘It’s different here’, is a ballsy comparison with the rest of the Netherlands and other cities.