The Stone Twins are the creative agency behind A’DAM Toren, the newly-opened multifunctional tower in Amsterdam Noord. Formerly called the ‘Shelltoren’, the redeveloped 22-story building is now home to a number of music companies, creative companies (incl. The Stone Twins) and an array of bars, restaurants and a boutique hotel.
Not only did The Stone Twins devise the name (an abbreviation for ‘Amsterdam’ or ‘Amsterdam Dance and Music’) and brand strategy, but they also led the interior design teams in their pursuit of a holistic brand identity.
The design language of A’DAM is inspired by the square-base of the tower which is at 45˚ to the waterfront. This graphic element is used as the apostrophe in the wordmark and its extended diagonals permeate almost every aspect of communication collateral and interior details. The characteristic copywriting style from The Stone Twins adds yet another dimension to the identity.