Challenge: APF International wants to position premises at Oosterpark and asked Fitzroy to think about the positioning, the name, identity and campaign.

Insight: The building is located on the Mauritskade, which used to be the outermost canal of the center, hence the name Buiten Singel.

Idea: Because we are located near a park, we have taken the dog as a starting point. The dog that is allowed to join us at work. We want to create a more start-up-like companies where you can actually take your dog to work. By using the green of the park in a brighter color, we make the whole thing more contemporary. The Illustrations are from Fitzroy.