Studio Beige

Joan is more than just an office building. Seated at one of Amsterdam’s most prominent intersections—where the A10 and A2 meet—it has become a symbol of connection and community that is now embracing a new, more inclusive role. From The Joan to Joan: becoming more accessible, welcoming, and human.

In partnership with , we crafted a concept that reflects the heart of Joan—ambitious yet approachable, inspiring yet warm. This vision was translated into a comprehensive brand identity that reinforces its renewed purpose.

The branding radiates openness and vitality, mirroring a space that values visibility and accessibility, making everyone feel welcome.

Joan is more than just an office building. Seated at one of Amsterdam’s most prominent intersections—where the A10 and A2 meet—it has become a symbol of connection and community that is now embracing a new, more inclusive role. From The Joan to Joan: becoming more accessible, welcoming, and human.

In partnership with , we crafted a concept that reflects the heart of Joan—ambitious yet approachable, inspiring yet warm. This vision was translated into a comprehensive brand identity that reinforces its renewed purpose.

The branding radiates openness and vitality, mirroring a space that values visibility and accessibility, making everyone feel welcome.

Web development:

AFFR 2022
Last year’s edition of AFFR (14th) made us focus more on the need to press pause. Or, in cinematic terms, to freeze the frame.

Studio Beige, still a proud partner after 14 years, was once again invited for the concept and design of the campaign.
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Special thanks to:


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