Amsterdam’s district Nieuw-West asked me to design a logo and guidelines for their new project — Grote Spelers (Big Players). The project is a job plan for young professionals living in the Nieuw-West district. The district received signals that young people from Nieuw-West are finding it difficult to find a job at the right level, especially young people with a migration background. Discrimination, a lack of the right network, and limited application skills often play a role in this.
They target HBO- and WO-educated young people from Nieuw-West. This group can be divided into two segments: people who are still studying and those who have recently finished their studies and are looking for a job. The logo represents the outline of the district and the young people who don’t feel like they are part of it — visualized by literally letting the text be larger than the district. It challenges the viewer but remains recognizable through the power of repetition, just as young professionals are challenged. This principle can be applied to poster campaigns, their website, and social media.