- Creative Direction
- Concept Development
- Brand Strategy
- Brand Identity
- Art Direction
- HQ interior design
- Environmential Design
- Motion and 3D Behavior
- Sonic and Audio Branding
- Digital Experience
- Blockchain Technology
- Cultural Programming
As an independent creative director I led a team of architects, designers, strategists and copywriters to bring 11 agencies together in a new brand identity and new headquarters in Amsterdam (NL). My role was to select and direct a group of creative studios, from concept to completion, ensuring a high degree of innovation, creativity and quality.
In close collaboration with Smörgåsbord Studio we established the ACE's strategy and translated it into a multi platform brand identity. The new ACE strategy and brand identity set the foundation for ACE’s presence in the physical and digital realm, including the architecture of the new headquarters, metaverse, sonic identity and community building.
ACE is a family of creative agencies on a mission to activate positive change for people and brands. 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, energised by curiosity and with the desire to create memorable work.
Authentic - This is at the heart of everything.
Cultured - Be relevant and well informed. At the very center of culture.
Energising - Emit positive energy and inspire those around us.
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's ground floor is a communal space where agency parties converge, create and socialise. It is also where clients and collaborators are welcomed. Our aim for this space was to remain authentic – in terms of design, material palette and furniture specification.
Together with interior architects and designers from TANK we created a place that will inspire a culture of positivity, creative energy and open-mindedness.
ACE initiates encouragement programs, creative workshops, inspiration sessions and recording facilities. Through 5x 'hero pieces' we want to spark new ideas and liberate thoughts in unexpected ways. The conversation pit, circular bar (and light sculpture), chef's table, scissor table and wooden seating podium are all big and monolithic in nature.
Introducing the ACE Crypto. The cryptocurrency that allows the company to involve employees in its development and growth built on the blockchain. The visual execution ties back into the core values of the brand featuring its energising colour.
For ACE we envisioned a sound palette that conveys the feeling of people coming together. Heightening the sense of possibility and positivity. Inspired by pulsating heartbeats set in motion, we created an ever changing repetative beat. For human depth and layering we recorded physical instruments.
Vincent Venema // Overall Creative Direction
ACE // Client
CEO - Rogier Ijzermans
Design Director - Sjors van Hoof
Program Manager - Sander van de Bunt
Smörgåsbord // Creative Direction, Brand Identity and Interior
Creative Director - Dylan Griffith
Art Director - Alex Frew
Project Manager - Celine Wagenmakers
TANK // Interior Design Agency
Creative Director - Miriam Zuurbier
Creative Director - Tommy Kleerekoper
Interior Architect - Sarah Rowling
Interior Architect - Eva Trip
Interior Architect - Vincent Heck
ACE // Building
Dames2 // Contractor
Brandwacht & Meijer // Interior Builder
Roeland di Ponti // Creative Producer
BLOK // Architectural Visualisations
Carbon Studio // Agency Space Interiors
Studio Jeroen Wand // Bar Construction
VANTOT // Bespoke Lighting
Magenta Films // Drone Footage
Film Director - Arno Stols
Copywriter - Axel van Weel
Motion Designer - John Beckers
Iconography - Gino van Lierop
Special thanks //
Rogier de Bruin, Emilio de Haan, Lisa Klop, Leroy Niemel, Henk Boersen, Hannes van Raaij, Erik Wiese, Coen Slothouber, Caroline van Eyck