WILD DIGITAL   X   QWA

Evolving the QWA brand and portfolio.

We modernised QWA’s identity across all touchpoints, both digital and physical. From branding to strategy formation to design, we delivered new brand values, a logo and website that is unique and timeless, much like their imprint on a city’s skyline.

Shaping horizons around the Netherlands

Founded in 1960 by Wim Quist, Quist Wintermans Architekten (QWA) has helped shape the city skyline of Rotterdam. From Europol’s Headquarters to the Erasmus University Rotterdam, the firm creates infrastructure and architecture which integrate into their landscape while having strong identities of their own. They are icons without wanting to stand out: modest, full of character and timeless.

However, the company’s website has become outdated and no longer reflected their story or achievements. Thus, QWA approached Wild Digital, and together, we rebranded and updated QWA’s image.

Shaping horizons around the Netherlands

Founded in 1960 by Wim Quist, Quist Wintermans Architekten (QWA) has helped shape the city skyline of Rotterdam. From Europol’s Headquarters to the Erasmus University Rotterdam, the firm creates infrastructure and architecture which integrate into their landscape while having strong identities of their own. They are icons without wanting to stand out: modest, full of character and timeless.

However, the company’s website has become outdated and no longer reflected their story or achievements. Thus, QWA approached Wild Digital, and together, we rebranded and updated QWA’s image.

Creating a collection of insights

To tackle this project, we started with a strategy and branding workshop, which included surveying a few of QWA’s clients, to build up a repertoire of insights. Subsequently, we mapped out our findings which enabled us to rewrite the company’s why, how and what. These core branding principles were combined with the company’s direction for the years to come to ensure that our updated branding fit QWA like a tailored suit.

Uncovering the red thread of QWA

Our research cumulated into three design principles which reverberated across all our ideas going forward.

• The history of QWA is too strong to toss away. Thus, going forward must feel like an evolution, not a revolution.

• The new brand must feel fresh, modern and convincing. It must be a reflection of our times, their expertise and achievements.

• It must also feel clear, confident and powerful, much like the agency’s architecture.

These formed the basic ingredients which helped shape our concept.

WildDigital-10-1

Uncovering the red thread of QWA

Our research cumulated into three design principles which reverberated across all our ideas going forward.

• The history of QWA is too strong to toss away. Thus, going forward must feel like an evolution, not a revolution.

• The new brand must feel fresh, modern and convincing. It must be a reflection of our times, their expertise and achievements.

• It must also feel clear, confident and powerful, much like the agency’s architecture.

These formed the basic ingredients which helped shape our concept.

WildDigital-10-1

A line to connect both the online and offline world of QWA

From drawing to building, everything QWA touches starts with a line. A line represents the most basic architectural design element. It defines the shape, form and volume of any creation. It’s also straightforward, explicit and connects elements and ideas together. So this was our foundation for the brand’s new logo and website.

Extending the QWA brand digitally

The firm’s current website lacked structure and felt very outdated, consequently obscuring QWA’s main selling point: their architectural achievements. Thus, our vision was to transform their platform into a serene solid foundation which prioritises imagery over text and uses minimalism, playfulness and modesty to bring the brand assets to life.

To accomplish this, we opted for a more compact, low maintenance website design which utilises visuals instead of the written word to get the company’s message across. Therefore, we merged the homepage with the about page and integrated contact, vacancies and news section throughout existing pages. These “misplaced” elements make the browsing experience more fun while focusing a user’s attention on the components that matter, such as the project overview or history sections.

Imagery that reflects QWA's new style direction

To bring the website to life, we relied heavily on drone shots. However, rather than stick to typical drone shots, we went for a cinematic type of image. This is achieved using slow movements and framerates, instead of quick switching angles, allowing us to capture unusual building views. In addition, we only flew the drone in straight lines, rather than circling the building, to match the core element of lines and bringing to life views which would be otherwise impossible to perceive. Thus showcasing to the user the beauty and thoughtfulness of each design.

We also took professional photos of the entire QWA team which would further reflect the firm’s new brand values. Therefore our style reflected openness, approachableness but also professionalism. To achieve this, we combined black and white photography with more playful poses to strike the perfect balance.

Telling QWA’s story digitally

Based on updated brand core values, we used the concept of a line to tie all aspects together. From a new logo to QWA’s updated website, each aspect reflects a play on lines and subtly highlights QWA’s architectural accomplishments while demonstrating the breadth of its expertise and history. From the firm’s history to its vast list of projects and the story behind their rise to fame, the straightforward interface guides the user in their search. By combining branding and strategy, we’ve helped QWA evolve digitally and ensure their design remains timeless for years to come.

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