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Trots van de Stad (Pride of the City)

Art Direction, Graphic Design, Branding, Video Editing, Sound Design, Motion Graphics

At Studio Wesseling/Blood In Blood Out, I led Trots van de Stad, a research-driven identity and design initiative, tied to Cruyff Street League, a 750-jaar Amsterdam street football tournament organised across all eight city districts. Each district’s team competed in a finals day on De Dam, wearing a unique football shirt designed specifically for their borough.

In the project I directed a team of students to conduct field research through on-camera interviews with residents, capturing language, memories, and local associations that could be translated into graphic elements for the jerseys. I also conducted and produced long-format interviews with prominent and culturally recognisable Amsterdammers to extract deeper narrative material that informed the design language.

We created the visual identity system underpinning the project, developing assets and templates for film, print, and social media, and ensuring consistency across outputs while reflecting the distinct character of each borough and the tournament’s broader context. The ultimate goal was to produce a unique team jersey for each borough rooted in first-person research and citywide cultural expression.

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