CLIENT: CITY OF AMSTERDAM / AMSTERDAM MARKETING B.V. (NL)
PROJECT: OFFICIAL ‘Iamsterdam’ PRODUCTS
DELIVERABLE: MERCHANDISE BLUEPRINT & GUIDELINES

A&J developed the ‘Iamsterdam’ brand guidelines for the medium of merchandise as well as the master strategy for expanding the merchandise distribution channels into high-street and high-end retail.  ‘I amsterdam’ ranks alongside ‘I LOVE NEW YORK’ as two of the world’s most successful city brand identities. The revised approach and strategy of ‘I amsterdam’ merchandise included a more experience-driven and lifestyle-based range of products, primarily textiles. A phased implementation of the revised branding approach will gradually phase out the souvenir-type products and branding and result in a cohesive and theme-centric merchandise offering.

Work delivered included the overall merchandise strategy, plus the sub-brands’ logos, stories, payoffs, artwork, branding and packaging guidelines.