New York, NY
Challenge:
Amsterdam Open Air is one of the most anticipated festivals in the Netherlands—a vibrant celebration of music, art, and human connection. With over a decade of unforgettable moments behind it, the festival wanted to evolve its identity into something that could reflect both its emotional roots and its progressive spirit. Over the past three years, we’ve been entrusted with reimagining this identity—transforming it into a living, breathing world that grows alongside the festival itself.
Our Approach:
To bring this vision to life, we utilized AI-driven research to capture and identify a magical festival moments. These insights were translated into 3D sculptures and abstract environments, celebrating the festival’s themes of love, unity, and euphoria.—inviting the audience to experience the festival in a new, emotionally rich, immersive way.
For the second year, we expanded the visual identity into new creative horizons. We explored the concept of otherworldly islands and flora, fluid typography, and a experimental sound, building on the core emotional themes while introducing bold new elements.
By the third year, the identity had matured into a dynamic system. We embraced the idea of fluidity—of an identity that doesn't reset, but instead evolves. The visuals became more adaptive and bold, and the emotions deeper. Each year became a new chapter, not a redesign—an ongoing story that allowed the brand to shift in rhythm with the festival’s growth.
Results & Impact:
The evolution of our work provided the festival’s identity with a perfect balance of continuity and bold transformation, setting the stage for future iterations while presenting as a powerful and immersive brand. We created an association that resonated deeply with the audience, evoking feelings of joy, connection, and unity—capturing the brand’s identity as an emotional landscape.
The expanded identity, with its new elements, successfully elevated the festival experience, pushing the boundaries of traditional festival branding. It offered a transformative vision that honored both the history and the future of Amsterdam Open Air, engaging attendees on a profoundly emotional level and setting a new standard for immersive design.
"Based on Artificial Intelligence, Kroft created 3D art that forms the foundation for the new visual identity." /// Mixmag Netherlands
"Innovation was at the heart of the festival, with a brand new visual identity created by 3D artist Johana Kroft." /// Numéro Mag
