Foam Brand Refresh
Refreshed brand identity for a multifaceted photography museum
We unveiled a revitalized brand identity and visual system for Foam, Amsterdam’s photography museum – unifying its museum, magazine and digital platforms. The refresh includes a new visual foundation for the museum, distinct branding for the Foam Talent program, and the launch of the global campaign for the Foam Talent 2026 Open Call.
Refreshed Brand Identity
The core idea for the brand refresh was rooted in a foundational insight: the wordmark “Foam” is a composite of Fo (Fotografiemuseum) and am (Amsterdam). The resulting visual system symbolically splits and reconnects the wordmark, reflecting Foam’s dual identity: rooted in Amsterdam yet dedicated to a global, boundary-pushing photographic mandate.
The museum is known as a pioneer for presenting photography that challenges, inspires, excites and connects so we created an identity of subtle friction.
This new system challenges the viewer with unconventional approaches where clear hierarchy coexists with tension and disruption. Making for a more editorial, typographic look creating a deeper connection of Foam, the museum and platform with the iconic magazine.
The refresh is anchored in the wordmark’s distinctive cut in the ‘a’, which is used as an alignment tool across all layouts, introducing moments of pause and clarity.
Crucially, motion was established as a core brand language for the first time. We defined principles of Resisting Flow and Angular Tension to give Foam a distinct digital voice that avoids smooth, conventional animations and embraces a deliberate, photographic friction. This system debuted with new visuals for the Blommers & Schumm, Mid-Air exhibition.
Stationery and merch was also thoroughly explored and designed with the distinctive cut in the wordmark.
Foam Talent 2026 Open Call Campaign
The first major expression of the new design principles is the global campaign for the Foam Talent 2026 Open Call. Developed together with the Kennedys, the campaign directly engages the new wave of image-makers.
The brand design draws inspiration from the global network of contributors, each pin on the map represents a unique voice, and the connections the programme fosters built into a legacy: A constellation of talent.