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Co-creating the visual storytelling behind ADE’s identity in a multi-year collaboration

With the preparations for ADE 2025 in full swing, we’re looking back at some years of wrapping Amsterdam in the iconic black-and-yellow branding. Canals, billboards, and even trams united in the city through the festival's world-renowned visual language. In less than a month, +450.000 visitors from around the globe will meet again at +1000 event locations.

client

Amsterdam Dance Event

services

Identity, Campaign, Art Direction

year

2021—Now

Amsterdam Dance Event

Co-creating the visual storytelling behind ADE’s identity in a multi-year collaboration

With the preparations for ADE 2025 in full swing, we’re looking back at some years of wrapping Amsterdam in the iconic black-and-yellow branding. Canals, billboards, and even trams united in the city through the festival's world-renowned visual language. In less than a month, +450.000 visitors from around the globe will meet again at +1000 event locations.

client

Amsterdam Dance Event

services

Identity, Campaign, Art Direction

year

2021—Now

Amsterdam Dance Event

Amsterdam Dance Event

Co-creating the visual storytelling behind ADE’s identity in a multi-year collaboration

JCDecaux 'City info' digital screen under a steel canopy showing a yellow-and-black Amsterdam Dance Event 16–20 October 2024 poster

View through an arched doorway of people gathered behind barriers at a large black Amsterdam Dance Event banner on an autumn street

Black Amsterdam Dance Event 16–20 October 2024 screen among densely parked bicycles beneath autumn trees

Close-up of a hand holding a phone with a glowing yellow ADE festival access-map card on a 'djay' lanyard in a dark venue

Sunlit neoclassical Felix Meritis facade with yellow ADE flags and a black 'Discover 1,000+ ADE events' app banner, crowd gathered by the canal

White and yellow ADE festival flag on a pole seen through blurred yellow foliage, attendees mingling at an outdoor venue

Woman in a green bomber jacket checking her phone while leaning against a black Porsche wrapped with the yellow ADE 'Driven by music' livery on an Amsterdam street

Crowd at a mirror-clad ADE Pro Pass kiosk beneath yellow 'Pro Pass' and 'ADE Matchmaking Hub' signage, a yellow snake-graphic barrier in front

Yellow-and-black Amsterdam Dance Event 16–20 October 2024 wrapped tram on Dam Square as a man in navy walks past

Busy canal-side ADE Pro Pass kiosk with a queue, directional signage and yellow ADE flags along an autumn Amsterdam street

Yellow ADE-wrapped tram passing the Madame Tussauds building on Dam Square, flanked by yellow SBS flags with pedestrians crossing

Over-the-shoulder view of a person reading a yellow 'CLUB Lab' Melkweg programme with schedule grid and lab-course diagram

Black-framed Amsterdam Dance Event poster with glossy yellow-lined 3D abstract artwork, mounted on a grey stone building wall

Number 4 tram wrapped in the yellow-and-black Amsterdam Dance Event livery with the 'ade' badge, two men walking beside it on a brick street near Cineac

Man in a dark puffer jacket standing before a large yellow-and-white ADE 'Electronic Music' pillar poster on the street, partly hidden by a black lamppost

Yellow-and-black Amsterdam Dance Event 18–22 October 2023 wrapped tram number 2098 stopped at a platform beneath a concrete overpass with cranes behind

JCDecaux digital street panel showing a yellow blurred ADE poster with an 'I amsterdam' tab, cars and cyclists on the autumn street beside it

Motion-blurred yellow-and-black ADE-wrapped GVB tram number 2111 speeding past a stately building as pedestrians walk by

Queue of people outside the Tobacco Theater entrance beneath yellow 'Welcome to ade Lab' banners during the festival

Side of a black-and-yellow ADE-wrapped tram with swirling light-trail graphics stopped at a sunlit platform, crane in the background

Close-up of a bright yellow ADE tram door reading '18—22 October 2023' and 'Electronic Music Gathers Here', car number 2098, bike racks reflected in the window

Two black SUVs with yellow-outlined 'ade' door logos and blue-accented alloy wheels parked side by side under a cloudy sky

Large ADE video billboard with golden abstract artwork on the Escape club facade above Café Monico on a sunny Rembrandtplein

Close-up of a black 'ADE Business Hangout Welcome' wayfinding sign with the yellow ade badge and a yellow venue floor map

Rear view of a blonde crew member in a black ADE 'Crew' T-shirt with lime lettering, descending an ornate blue wrought-iron staircase

Yellow ADE banner with an 'I amsterdam' tab hanging on a white Amsterdam drawbridge as pedestrians cross among canal houses