Brand Refresh
Client | Foam Gallery
Role | Lead Motion Designer

Foam is a leading photography museum in Amsterdam, built on a idea: Make You See. It challenges how people look at images and invites them to slow down, question, and rediscover what they see.

The task was to reconnect Foam’s visual identity with its pioneering spirit and give it a stronger voice across physical and digital spaces.

From the start, tension became a strong creative theme. In today’s brand world of seemless animation and polished grids, we wanted Foam to feel different: alive, imperfect, and slightly off balance.

That thinking started with the cut in the wordmark’s “a,” which reconnects to its origin, ‘Fotografiemuseum’ and ‘Amsterdam.’

From this anchor, a visual system was built balancing clear hierarchy with subtle friction through image choice, playful typography with tap, motion with resistance, bold logo use and distinctive colours.

We brought motion as a core design language, giving Foam a digital voice that makes you see. It adds character and rhythm to how the brand moves. Foam challenges people to skip their own algorithms and habits and see something new. This thinking shaped our motion strategy, called The Weight of Stillness.

That strategy came to life through two core principles: Resisting Flow and Angular Tension. These define how type and imagery move, holding weight and pauses instead of frictionless movement.

After defining the system, we built a series of templates that adapt to each future exhibition, proving how the motion language can live across different themes — from fashion to conflict — while keeping Foam’s voice consistent.

This new visual system was launched with the opening event of the exhibition Blommers & Schumm, Open-Air for which posters, motion assets for social media, and invitations have been designed.

Stationery and merch was also thoroughly explored and designed with the distinctive cut in the wordmark.

NAMSO

Film

Motion

Contact