To convey the exciting music-focused plans for the tower, The Stone Twins devised the name A’DAM: an abbreviation of Amsterdam & a self-created acronym for ‘Amsterdam Dance and Music’. The visual identity revolves around a 45° square (a reference to the square base of the tower that is 45˚ to the water) and Helvetica (a nod to the modernist architecture and 90s club culture). Copywriting is in a cheeky first-person point of view which is quite unique in the world of real estate. Above all, a reference to music permeates everything from the XL banners (which launched the brand), to interior design details (e.g. Disco elevator), merchandise, wayfinding and communications.
As part of the holistic approach, The Stone Twins also devised the brand names and identities for the following sub-brands: Madam (Restaurant & Skybar), Moon,(revolving restaurant), A’DAM&Co. (members’ club), A’DAM Works and Lookout. For more information about the A’DAM Brand Identity please visit here.