ACE: Brand Strategy, Identity and Headquarters

Case study film

As a freelance creative director I led a team of architects, designers, strategists and copywriters to bring 12 agencies together in a new brand identity and new headquarters in Amsterdam (NL). I developed the original concept and creative strategy, then selected and directed seven creative studios, from first idea to the opening of the building.

Together with Smörgåsbord Studio we established ACE's strategy and translated it into a multi-platform brand identity. It set the foundation for ACE’s presence across physical and digital, from the architecture of the headquarters to the website, sonic identity and community building.

The visual identity starts from one idea: Making Waves. Across every touchpoint the wave suggests constant motion and progress, connecting generations and building towards a brighter future.

Logo + Motion Behaviour

ACE stands for 'Authentic', 'Cultural' and 'Energising'

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. 
Cultural: Be relevant and well informed. At the very centre of culture.
Energising: Emit positive energy and inspire those around us.

The brand strategy and identity set the foundation for the architecture of the new 4,000 m² ACE headquarters.

Interior Design and Architecture

ACE's ground floor is a communal space where the agencies meet, 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 and Smörgåsbord Studio we created a place that inspires a culture of positivity, creative energy and open-mindedness.

Headquarters in Amsterdam

The Space

ACE initiates encouragement programmes, creative workshops, inspiration sessions and recording facilities. Through five hero pieces we wanted 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. 

Photography by Teo Krijgsman

Sonic Identity

For ACE we created a sound palette that conveys the feeling of people coming together, full of possibility and positivity. Inspired by heartbeats in motion, it’s built on an ever-changing repetitive beat, layered with recorded physical instruments for human depth.

01. Icon animation with sound

02. Logo end animation with sound

03. New initiatives with sound

'A' Icon, 3D liquid expression

3D Exploration

Digital experience

Photography Exploration

The photographic language of ACE is one that is a true representation of society. In front of and behind the camera. ACE works with upcoming talent, from different backgrounds in order to encourage, inspire and promote individual expression.

Iconography and wayfinding

The book featuring the ACE story, values and creative credo

ACE Presents: cultural programming consisting of listening sessions, panels, interviews, workshops, DJ sets, radio and films.

Wave pattern, 3D study

Selected Press

The Brand Identity, "How Smörgåsbord created a contemporary, multi-platform identity to unify the Ace creative family"

Brand New (Under Consideration), "New Logo and Identity Ace by Smörgåsbord"

Office Snapshots, "ACE Offices, Amsterdam"

Workspace Design Show, "Ace Headquarters in Amsterdam"

World Design Awards 2025, 'An award-winning Amsterdam interior that turns a 12-agency office into a clubhouse where work and social life blend."

Hoog Design 2025 - 'ACE, a nominee for Best Office Project 2025'

The Team

Thanks to everyone I worked with on this project.

Say hello

If you're interested in any form of collaboration, say hello and let's craft ideas together.