The Brave New Now Create Change in Amsterdam

The Brave New Now were recently appointed to position and brand an ambitious new project currently underway in Amsterdam West. A huge undertaking to transform 45,000 sqms of unused grey space into a global hub full of life, energy and colour.

Under The Brave New Now’s leadership, the building became a unique brand called Ven. When it opens its doors in 2016, Ven will be the first of its kind in Amsterdam. A 24/7 space where global and local experience-seekers can network, snooze, swim, nibble, shop, mingle, workout and hang out.

The philosophy behind this brand is a belief that amazing things happen when different comes together. That’s when unique experiences are created and change is made.

Ven’s name and logo represent the ‘coming together’ of different elements to create something unique. "We were inspired by the overlapping circles of the Venn diagram and the building’s unique curves and overlapping circular shapes,” said Creative Directors Roger Leebody and Gillian Glendinning. 

As fellow change-makers, The Brave New Now weren’t content with creating a conventional business card for their new client. Instead they wanted to combine two opposing elements together (old and new) to create something unique. Taking raw materials from the building itself they used old-fashioned artistry and cutting-edge techniques to transform them into a totally different ideation.

Collaborating with a range of local artisans, The Brave New Now chopped, sawed, planed, sanded, sprayed and laser engraved their way through the building’s old office doors and turned them into a unique calling card.

Leebody and Glendinning commented, “It’s such a great opportunity and a privilege to be involved with a brand from such an early stage. As its creators and guardians, everything we do for the brand, no matter how big or small, has Ven’s unique brand identity and philosophy at the heart of it. Ven’s transformation has begun and this business card is just the start of it.”