The Bijlmerpark Theater in the Southeast part of Amsterdam is the theater that represents the new Netherlands. After a successful pitch process, Friends for Brands was able to work on the brand strategy and a new identity that expresses their inclusive, adventurous character.
In shaping the visual identity, the hexagon formed the basis, loosely inspired by the old architectural plan of the old Bijlmer. But, by bringing these to life and by constantly changing the content and their shape in a creative and dynamic way, we show that the Bijlmer Parktheater stands for the versatility and richness of the new Bijlmer. The design language, the bold typography and a wide color palette make this style suitable for endless variation, without losing its recognizability.
