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 New-West district in Amsterdam. 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, missing the right network, and application skills often play a role in this.
The taget oudenice are HBO and WO educated young people from Nieuw-West. The group of young people can be divided into two groups, people who are studying and people who have just finished their studies and are looking for a job. The logo represents the district and the young people who don't feel like they are a part of it, visualized by literally letting the text be larger than the outline of the district. This assignment ran via sQuare.
The poster, flyers, and website challenge the audience. By placing the text/titles outside of the frame they gain attention. Because the placing of the text is different on all posters, people who are already interested will get it when they see them across town.
The text outside of the frame represents the group of people who feel left out. Because they are Big Players who are important to the job market, the typography is bold and big.
