New Brand Identity and HQ

New Brand Identity and HQ


ACE — Graphical Logo


- Creative Direction
- Brand Strategy
- Brand Identity
- Art Direction and Design
- Concept Development
- Brand Concultancy


- Motion and 3D Behavior
- Audio Identity
- Digital Experience
- Blockchain Technology
- Cultural Programming
- HQ interior design
- Environmential Design

As a creative director I led a team of architects, designers, strategists and copywriters to bring 11 agencies together in a new brand identity and headquarters in Amsterdam.

The new brand encapsulates the fresh perspectives that are in tune with current culture, society and technology. A collective that sparks conversations with exciting ideas, energized by curiosity and with the desire to create memorable work. A brand that reflects the shifting identities, values and ideologies made for the new world. 

Together as one, ACE creates waves that inspire people to join them on their core mission - activating positive change for people, brands, and society. 

ACE Logo — Motion Behavior 01.


ACE Logo — type 01.

Making Waves - Concept

The graphical concept of making waves is the starting point for all things aesthetic. Across all graphic comms (where appropriate) it creates the idea of 'making waves' which suggests it's forever in motion, always in progressing, bridging one generation to the next and making waves for a brighter future. 


ACE Logo — Static Motion 01.


ACE — Summary 01.


ACE — Summary Overview 02.

The ACE formula

This is at the heart of everything. 


Be relevant and well informed. At the very center of culture.


Emit positive energy and inspire those around us.

ACE Logo — Motion Behavior 02. 'A' Icon + Initiatives

ACE Logo — Motion Behavior 03. 'A' Icon

ACE HQ - Interior Design and Architecture

The brand identity set the foundation for the architecture of the new ACE headquarters in Amsterdam. In close collaboration with interior architects and designers from Tank we created a place that inspires a culture of positivity, creative energy and open-mindedness.

The HQ is the space to create new ideas and liberate our thoughts in unexpected ways. ACE initiates encouragement programs, creative workshops, inspiration sessions and recording facilities. 


ACE HQ — 01. Signature staircase aligned with the identity. Conversation pit to spark new ideas.


ACE HQ — 02. The brand strategy's waves concept guided the seating arena.


ACE HQ — 03. 360 degrees projection curtain for events.

Ace Coin and Token

The Ace Coin enables the brand to further involve the employees in the development and growth of the company. The visual execution ties back into the core values of the brand.

ACE Coin — 01.  Liquid Metal

ACE Token — 01. Waves


ACE Coin — 02. Energetic Edition

3D Explorations

ACE — 3D Exploration 01.

ACE — 3D Exploration 02.

ACE — 3D Exploration 03.

ACE = It's not an identity,  it's a culture.

Brand Alignments

ACE — Brand Alignments 01.


ACE — Brand Alignments 02.

Photography - Look and Feel

The visual language of ACE is one that is a true representation of society. In front and at the back of the camera. Ace works with upcoming talent, from different backgrounds to encourage individual expression.

Photography Mounir Raji - Images only for reference usage


ACE — Photography Explorations 01.


ACE — Photography Explorations 02.


ACE — Photography Exploration 03.

Film & Documentary

ACE + AMARU — Film Exploration 01. 


ACE + AMARU — Film Exploration 02.

Branded Leisurewear

ACE — Product Alignments 01.


ACE — Product Alignments 02.