CLIENT: AMSTERDAM CONCEPTS B.V.
PROJECT: OFFICIAL ‘UvA’ MERCHANDISE
DELIVERABLE: MERCHANDISE BLUEPRINT, GUIDELINES & DESIGNS

A&J developed the ‘UvA’ brand guidelines for the medium of merchandise as well as the master strategy for expanding the merchandise distribution beyond the university spaces, and in fact into high-street and high-end retail.  As one of Europe’s pedigree universities, UvA had developed official university merchandise but to little success in terms of sales to the student body and faculty. Our revised approach and strategy for merchandise included a more experience-driven and lifestyle-based range of products, primarily textiles. The basic merchandising format was built on varsity life in combination with the highly desirable Amsterdam identity.

Work delivered included the overall merchandise strategy, stories, payoffs, artwork, branding & packaging guidelines, and product design and development.