AMF

For over a decade, AMF has been one of the leading events in the dance industry, bringing the world's biggest DJs to the Johan Cruijff Arena. The focus has always been EDM, with room for other genres along the way. But music keeps evolving, and AMF wanted its identity to evolve with it. They asked us to help them rebrand, with the goal of better representing the emerging genres that have been growing in popularity, so the festival stays in step with the changing landscape of electronic music.

The brief was clear: preserve what AMF stands for rather than take a drastic turn. AMF is still the world's biggest nightclub, still the biggest artists, still the breathtaking stage designs, still Amsterdam's most iconic festival. None of that changes. What we built is a new look and feel that reflects a more modern, forward-thinking identity, with an even stronger emphasis on Amsterdam as the home base.

Photos by Brada Media