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”Het Oosten” is one of the leading real estate companies in the Amsterdam region, consisting of 20.000 houses and working spaces. Through realising proper and affordable housing for a wide target-group, Het Oosten offers an important contribution to the city. One of their projects is the realisation of a housing project close to the Bos en Lommerplein, a square situated in the neighborhood of the same name. The project is the final part of a major renovation project in this area. The concept and design of the communication for this project were both developed by QuA Associates. For the concept, special attention was given to the public-image that Bos en Lommer currently has. It is a neighborhood with a relatively high amount of social problems: the highest unemployment in Amsterdam, the lowest incomes, the highest percentage of illiteracy, and the lowest percentage of owner-occupied real estate. However, it also has the youngest population and a large amount of entrepreneurs and start-up companies. Both of these aspects make Bos en Lommer a very vibrant neighborhood. Confronting these local issues, the atmosphere found on the streets was taken as inspiration for the design work. In this way, QuA developed a positive and challenging look-and-feel, that communicates the neighborhood's character in an honest way. Connections were made between a very colourful, clean, Dutch atmosphere, and the more exotic street-culture that is to be found in Bos en Lommer. Inspiration was found from shopping-signs to middle-eastern patterns. The campaign was completed with the realisation of an extensive sales brochure and a diverse range of other communication items such as cards, posters, newspaper, T-shirts and a website. |
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