Nieuw Oudorp — Brand Identity for a Vibrant New District
Nieuw Oudorp is an ambitious new neighbourhood emerging along the most beautiful curve of the Alkmaars Kanaal — transforming a former industrial and business area into a robust, green, climate-resilient work and residential district where community life, innovation, and waterfront living come together. The development is designed to offer a mix of bold building blocks, parks and public spaces, housing options, and amenities within easy reach of Alkmaar’s centre.
For this project, I developed the visual identity and brand system that defines how Nieuw Oudorp presents itself — both as a place to live and work, and as a cultural and social destination.
The visual identity was crafted to:
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Capture the spirit of transformation — visually communicating the shift from industrial terrain to a lively, inclusive neighbourhood with its own personality.
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Anchor the district in its geography — incorporating the distinctive curve of the Alkmaars Kanaal into the logo as a dynamic visual element that acts as both a graphic motif and a symbolic representation of connection and flow.
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Set an energetic and approachable tone — with a bright, lively colour palette and friendly, confident shapes that reflect the welcoming character of the future community.
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Support storytelling across touchpoints — from the website and social media to offline campaign materials and activation moments, making the brand feel consistent, engaging, and accessible to future residents and stakeholders alike.
At its core, the identity positions Nieuw Oudorp as a new homeport — a place where people can grow, belong, and define their own experience of urban life by the water.
