Amsterdam Dance Event
Logo, Brand design, Visual identity
About the project
Ever since taking over ADE from the legendary Niels 'Shoe' Meulman (Caulfield & Tensing) back in 1998 the club colours have been black and yellow and it has been the only part of the old identity that stayed untouched after implementing a much needed and more sustainable new identity in 2004. For the rest the package of ADE output has developed and changed a lot during our 22 years collaboration. From doing a poster, flyer and mini booklet in the first year to working on international campaigns, redesigning for nonstop changing digital environments and producing, designing and publishing official books in a serious run of thousands of copies. And it was the close collaboration with head honcho Richard Zijlma that made it possible. A true visionair and the best general director for an upgrowing ADE, turning it into the biggest highly unique clubfestival in the world as well as thé most essential multi-day dance conference in order to stay well informed and run a business in the electronic music scene.
Besides being responsible for designing all artwork and art directing photography and video I also published several ADE books during my time and role at Mary Go Wild (record label, book publishing company, radio station and shop about nightlife, music, art) where I was co-founder and co-owner. Mary had the honour of being the only official ADE store and was frequently part of the official ADE program in several ways. From being the official opening party for ADE 2013 (book launch of Mary Go Wild, 25 Years of Dance in The Netherlands), to hosting daytime Q&A's with artists like DJ Pierre to the infamous Basement Raves. What a ride.
Portraits by Krijn van Noordwijk (krijnvannoordwijk.net/)
Animations by Dennis Sibeijn (damnengine.net)
Client
Amsterdam Dance Event, Conamus, Buma Cultuur
Services
Logo, Brand design, Visual identity
Year
1998 — 2020

















































