Dani approached me with a playful challenge: create a brand that felt unmistakably like Amsterdam while turning her nickname into the joke “Amster.dani.” Over a three‑week sprint using my own methodology, I designed the entire brand ecosystem, from concept and tone of voice to logo, symbol set, and key digital touchpoints.

At the center is a wordmark that can be read as both “amster.dani” and “amsterdam,” merging the city’s name with her story to signal a more intimate, local‑guided experience. Around it, I built a visual language that connects the city’s essence with Dani’s view as a resident, using clear typography, bold color blocks, and flexible icons for tour categories, so every interaction feels like “not just a tour, a unique journey.”