Uncovering the magic of Amsterdam's sports parks.

In 2025, we developed a comprehensive branding and communication strategy with the municipality of Amsterdam, including logo design, visual identity, both online and offline communication tools and a vibrant experience center. This initiative inspires citizens by showing how the city’s sports parks are being transformed into vibrant, multifunctional public spaces. With limited urban space, Amsterdam sought to shift public perception, encouraging residents to see sports parks not merely as athletic facilities, but as green hubs for walking, gardening, learning, exercising, and connecting. By introducing innovations such as water retaining sports fields, outdoor gyms, and family-friendly walking routes, the city is investing in the health, sustainability and resilience of its communities.

To help communicate this vision, we created the concept and campaign Amsterdam met Jou, a storytelling platform that informs, activates, and inspires residents by revealing the hidden potential of these sports parks as “mini cities” within the city. Amsterdam met Jou is part of the broader campaign De Stad met Jou, which encourages other cities to prioritize transparent and engaging communication around sustainable urban initiatives. To inform citizens, inspire their participation and build support for a more inclusive and climate resilient future.