Interview about Florist Wim van Assem Rebranding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
The designers created a new identity for Wim van Assem, a celebrated North Holland florist, in honor of his 40th anniversary. The goal was an identity that would summarize his vibrant, progressive creative floral art. The new design is situated on the large windows in the old historic building, with dynamic ribbons that reflect Van Assem's energetic, free spirited style.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn rebranding Florist Wim Van Assem, we aimed to create a harmonious balance between contemporary design elements and the building’s classical facade. Our approach started with a deep respect for the building's historic character, ensuring that any modern additions would complement rather than overshadow its architectural heritage.We achieved this balance by carefully selecting materials, color palettes, and design motifs that resonate with both eras. For example, sleek, minimalist signage and lighting were introduced to convey a modern aesthetic, while their proportions and finishes were inspired by the building’s original details. Inside, we incorporated clean lines and open spaces to reflect contemporary sensibilities while retaining traditional touches like moldings and woodwork to preserve its timeless charm.The result is a design that bridges the past and the present, inviting a fresh, modern identity to flourish while still honoring the building’s storied history.
The dynamic ribbons were inspired by the flowing, organic nature of floral arrangements and the creative energy inherent in floral artistry. They symbolize movement, growth, and transformation—qualities that reflect the essence of forty years of progressive floral design at Wim Van Assem. Each ribbon represents the fluidity and vibrancy of flowers in motion, capturing the way they bring life and beauty to any space.This visual metaphor also pays homage to the artistry and craftsmanship that have been central to the florist’s legacy. Over the decades, the brand has continually evolved, pushing the boundaries of floral design while staying rooted in its dedication to creativity and quality. The ribbons embody this spirit, weaving together tradition and innovation into a seamless narrative that honors the past while looking forward to the future.
Winning the Bronze A' Design Award was a humbling recognition of our approach to rebranding Florist Wim Van Assem, especially in the context of its significant anniversary. Our research into integrating modern design within historical settings was pivotal to our creative process. We delved into the building's architectural heritage, the florist's four-decade legacy, and the evolving narrative of floral artistry to create a design that felt authentic and timeless.This research influenced every decision, from material selection to the visual identity. For instance, we employed contemporary design elements like clean typography and dynamic visual metaphors to represent growth and creativity while ensuring they were in harmony with the historical facade. The project became a dialogue between past and present, celebrating the brand’s evolution and solidifying its place in the future. This balance between honoring history and embracing modernity was at the core of the rebranding, making it a true reflection of Wim Van Assem’s journey over forty years.
The window lettering was manually applied to large glass panes measuring 3x2 meters, requiring meticulous attention to detail to ensure that the lines aligned seamlessly across the panels. This ambitious installation was executed by GCA, whose expertise ensured precision and fidelity to the original design. The process demanded careful planning, including accurate scaling and positioning, to achieve a cohesive visual flow that enhanced the overall aesthetic of the rebranding.
We translated the client's uninhibited and energetic approach to floral arranging into a cohesive visual language by focusing on elements that convey movement, vibrancy, and creativity. The dynamic ribbon motif became central, symbolizing the fluidity and artistry of floral design. Bold yet elegant typography, paired with a vivid color palette, further reinforced this sense of energy and passion.The design was crafted to appeal to both existing clients, who value the florist's legacy, and passersby, who are drawn to its modern and striking aesthetic. By balancing contemporary design with timeless elements, we created a brand identity that reflects the client’s unique style and invites everyone to experience the artistry of their floral creations.
The substantial dimensions of the window displays allowed us to create an immersive visual experience, making the dynamic ribbon design and large-scale typography impactful even from a distance. These dimensions also emphasized the fluidity and energy of the brand's visual language, ensuring that the design captured attention and communicated the essence of the client's floral artistry in a bold and striking way.
The collaboration between the brand architect, designer and signing team (CGA) was integral to achieving a seamless and high-quality result. Each team brought unique expertise: the brand architect ensured cohesion in the visual identity, the motion graphics specialist added depth and vibrancy to the dynamic elements, and the signing team translated these concepts into tangible, precise applications. This synergy ensured that every detail was executed to align with the vision, from concept to realization.
The dynamic ribbons and bold, organic typography are central to expressing the joy and free expression of the client's floral artistry. These elements capture the movement and creativity of floral arranging, while the vivid color palette reinforces a sense of vibrancy and celebration. Together, they embody the uninhibited energy that defines the client's approach.
One unexpected breakthrough was realizing how the interplay between the historic facade and the contemporary design elements could create a unique narrative. Rather than competing, these contrasting aspects enhanced each other, leading to a design that felt both modern and timeless. Additionally, the large-scale window lettering revealed how bold simplicity could amplify the visual impact, making the brand identity truly stand out.
The local community has embraced the rebranding with enthusiasm, appreciating how it honors the florist’s legacy while bringing a fresh, contemporary energy to the area. The visual transformation has revitalized the historical Fnidsen streetscape, drawing attention to the florist as a vibrant focal point and inspiring a sense of pride and excitement in the neighborhood.
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