A taste of Amsterdam in the lush greenery.
Client: Camperpark Amsterdam
Industry: Tourism, Hospitality
Assignment: Rebrand, Logo, Identity
Goal: New audience focus, new positioning, new name, new identity
Camperpark Amsterdam does what it says on the tin: it’s a campsite exclusively for campervans, located in our beautiful city of Amsterdam. The owner Klaas is forever improving his park, every tiny detail has to be perfect. When he decided on a name change to highlight his exclusivity for campervans, he called on us to rebrand the entire park and online presence.
The assignment
There were two goals to this rebrand. First, compete with two other campsites in Amsterdam that are physically located closer to the city centre. Second, make the transition from a general campsite to an all-campervan camperpark.
Bringing the city closer
For the first goal we’re bridging the perceived distance. Aside from clearly communicating the city centre is a mere 15 minute metro ride away, we’ve also brought the city into the park as much as we can. The brand is heavily based on a typeface we’ve lifted from the Amsterdamse School, an architectural movement in the 1920’s. You see it everywhere in town: on buildings, house numbers, bridges, everywhere. It’s part of the city’s visual language. On top of that we’ve renamed the lanes on the camperpark after the world-famous canals and squares. So when you’re arriving at the park, you’re assigned a spot at Herengracht 311, for instance.
When the visitors go out into the city during the day, they will run into these names and typefaces. It allows them to feel more connection with the city. When they’ll eventually stroll onto the real Herengracht, they’ll think of it as their Herengracht. We want the visitors primed on visual and verbal cues of Amsterdam before they even go to the city centre.
Positioning
We positioned the Camperpark as the best of both worlds. You have easy, quick access to the city’s buzz, but at the end of the day you can retreat to the chill of the greenery of the wonderful big park that borders the camperpark.
Een groene oase in bruisend Amsterdam
In ons Camperpark Amsterdam kampeer je in een stadspark aan een meer, en in 15 minuten met het OV zit je in hartje Amsterdam.
Comfortabel, netjes, goed geregeld, met onze wereldstad binnen handbereik.
Camperpark Amsterdam.
The best way to stay!
Transition to an all-campervan park
For the first second goal we’re building our visual identity on the characteristic shapes of the campervans. The windows and panels make for distinct shapes that we employ as frames to photos in, place text in, or to build iconography with.
Photography
People want to know what the park looks like before they book. So we had our friends at Glyph take a stroll through the park one spring afternoon. No models, no lighting, just shooting from the hip. The photography conveys realness, while showcasing the campervan-focus and the neatness of the park.
Client
Camperpark Amsterdam
Worth mentioning
Copy: Rebar
Video: Jeroen Berends
Photography: Glyph
Website: Websteen
Questions about this project?
Ask Sjoerd
Sjoerd Wenting
Founder and art-director
Revolte Studio
