32 / ADE

Amsterdam Dance Event

Solutions Motion Identity Brand Guide Line-up Releases Teasers Key Visuals Templates

The Amsterdam Dance Event (ADE) is the most influential conference and festival within the electronic dance music industry. We were brought on board to create a brand identity & motion identity that translated these ideas into an animated visual language.

“Music has the power to bring people together and bridge cultural divides.”


For the 2023 campaign we visualised sound within the context of the cube. We used sonic manipulation principles such as distortion, amplification, reverberation to inspire the visual language.

We came up with the idea of using the iconic ADE cube as a sonic prism, refracting light as if it were sound.

Next to the general campaign, we created a social ad to promote the ADE Pro Pass, aimed at industry professionals.


In 2022 the campaign focused on reconnecting on the dance floor. After the pandemic emptied night clubs worldwide, it was time to rediscover what it meant to us to be on the dance floor.  We created a  visual concept based on the impact of the dance floor on the senses of ADE visitors, with an abstract representation of firing synapses.


In the case study  for the 2022 campaign, we break down the different tools & elements that make up the motion identity, and how they fit together to create one coherent brand image. 

The whole package

We reworked the complete ADE identity. We used the iconic cube as the foundation for the visuals. We created a library of 3D visuals representing this impact on the senses. We created many variations of these assets to match the different parts of the event. 


Identity or campaign?

Want to discuss the possibilities for a dynamic rebranding or motion-driven campaign for your brand? Let us know!

More motion identity? Check out the Motion Identity page.

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