As founding partners of the Digital Design Master’s course at Amsterdam University of Applied Sciences (AUAS), we had the honour of designing for the next generation. We created a dynamic brand identity and digital platform to attract the profession’s fast-moving leaders of tomorrow.

Now more than ever, our world demands talented designers capable of working within the complexity of today’s society. Since the Dutch education system wasn’t turning out designers who filled the bill, we joined forces with AUAS and eight other leading Dutch agencies to found the Netherlands’ first master’s course in digital design.

Tackling the challenge of creating for our peers head-on, we aimed to build an original, timeless, mature identity. Looking around our hyperconnected world showed we needed a dynamic brand that would stand for the marriage of creativity and craft needed to master the diversity and complexity of contemporary life. The result is an ever-changing style that engages and excites.

The pinnacle of the master’s course brand identity is perhaps the online platform: a smooth, motion-driven experience optimised for every screen. Through intelligently layered information and an immersive design, the dynamic site successfully attracts talent from around the globe: skilled people who strive to build on their strengths.

We brought the brand identity to life in a rich set of applications, from interior design elements and student welcome packs to a powerful video manifesto driven by Noisia’s commanding beats. Through embracing craft and building a holistic brand experience, we’re empowering a valuable addition to the Dutch educational spectrum and making a contribution to the profession’s future.