Combining Workplaces with Nature

Client: Flow Real Estate

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FLOW Real Estate is a leading commercial asset management company based in the Netherlands. One of the assets in their portfolio, The Hague based office building Forum, was recently renovated to be put on to the rental market. In order to support this, DAY was asked to develop a visual identity, interior and exterior branding as well as communication carriers.


DAY developed a strong visual personality, inspired by the post-modern aspects of the building’s architecture with a contrasting softer, natural and bright appearance as the concept; there is a tree placed in the entrance area to emphasise this contrast even more! 

The logo is a very graphical element but by combining it with an organic inside it creates an interesting look and feel. This contrast concept is also reflected in the color palette and an extensive visual language of soft, natural shapes, patterns and colours combined with strong graphic elements. Typography is businesslike and sober, but it is slightly rounded so that the concept has been implemented consistently through out all elements and signage, creating a dynamic and exciting identity that represents all activity in and around the building.

Besides the identity and signage, DAY also worked on a series of communication vehicles such as a brochure and email invitation for the opening. Both focus on presenting the building in an engaging way, but also clearly pay attention on the specifics of The Hague as the perfect location. This is achieved with a series of photographic spreads, using images that were shot especially for this project. Photography is business looking and clean, but by playing with reflections and light there is also the natural element reflecting the contrast concept.



DAY successfully completed the Forum project and is developing similar projects for Flow in The Hague and Rotterdam. The building now has a defined personality, clear signage and eye-catching branding, which is more appealing for the potential tenants.

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