My role
Creative & Design Direction
Project outline
Visual Identity
Event Graphics
Logo
Motion Graphics
Client
Adyen
Currency of Conversation
In a world talking AI, Adyen Greenroom had a different answer: human connection. We created a full visual identity for Adyen's flagship executive event at The Refinery Brooklyn, built around one idea, the currency of conversation.
Built from the original Adyen brand mark.
The icon transforms familiar brand geometry into a shared space for dialogue.
Arranging five identical forms around a centre suggesting gathering and conversation between equals.
Tagline
We created a tagline that draws on Adyen's world: Currency, value, exchange. By reframing it around human connection, the tagline makes the event's purpose impossible to miss. Not data, not automation. The ideas, trust, and connections that only happen when the right people are in the room.
Grid
The grid was informed by the architecture of the bulding. The horizontal pattern of The Refinery Brooklyn's glass dome windows became the underlying structure of every layout.
Creating space for conversation
The visual identity is built around softly shifting light and fluid forms, carrying a sense of openness across every touchpoint. Understated and intentional, designed to hold space for conversation rather than compete with it.
Bodega
Beyond the formal programme, we art directed a New York Bodega-style Food & Beverage cart. A casual counterpoint, designed to invite informal gathering and conversation.
Our process
The work behind the work. Two and a half months of sketches, research and iterations. Compressed into thirty two frames.
+ Creative Direction
+ Tagline
+ Visual Identity
+ Logo
+ Motion Graphics
+ Presentations
+ Print
Client
Adyen
Inès Visinet, Katie Uhlman, Jeroen de Lange
Creative Direction & Copy
Simon van de Rijdt
Brand Design, Digital, Print
Gino van Lierop, Juul Donkers
Motion Graphics
Stelios Nicolau, Rob Wienk
Music & Sound Design
Thndr Studio
Account & PM
Matt Vermoten
Photography
Jenna Bascom (event),
Max Touhey (Refinery building hero image)
Simon van de Rijdt
+31624563056
Creative Direction & Brand Design