For the Stedelijk Museum Amsterdam, we developed multiple assets that translated its existing print-focused visual identity into a digital context. Across platforms, we extended a broader animation language, bringing typographic elements and static image to life in ways that supported content while enhancing rhythm and clarity. But one of the central challenges was the museum’s website: how to create a digital presence that did justice to its progressive, design-forward character, without falling into the conventions of institutional web design.

The brief was as concise and ambitious, as it was short: Bold. But functional. In collaboration with digital agency Norday, we translated that directive into a concept that felt both intuitive and unexpected. Drawing from the identity’s strong typographic framework, we developed a visual metaphor that mirrored the interface logic of mobile operating systems and messaging apps—familiar, yet slightly provocative in the context of a museum website. Instead of relying on traditional menu structures or image-first UX design, we foregrounded key functions in a continuous vertical scroll. Large, tactile buttons invited direct engagement.

This choice was both practical and conceptual. At a moment when mobile traffic to websites was rapidly rising, we leaned into the logic of mobile behavior—translating the site into one long, scrollable news bar that echoed interfaces like WhatsApp or Signal. This made the site instantly legible and usable across devices, while also forming an aesthetic and conceptual link to contemporary communication tools. The result was a website that didn’t behave like a visual archive, but like a live thread—active, layered, and conversational.

Since launching the website, we’ve continued to create assets and campaigns for the Stedelijk, and in doing so we’ve helped the museum build on its true nature: direct, experimental, and always in dialogue with the now.