Ajax

Ajax · Brand Identity

Smörgåsbord delivers a comprehensive brand identity system for Ajax, anchored in a clean, high-contrast aesthetic that merges sports heritage with modern digital application. The project translates the football club’s visual language into a scalable framework, utilizing bold typography, minimalist grids, and dynamic motion graphics. Central to the identity are rigorous typographic systems and geometric vector logos, deployed across player kits, stadium signage, and digital interfaces. By balancing archival photography with sleek animation, the design maintains a cohesive presence across diverse platforms, from transit shelter posters to mobile ticketing environments. The work leans into a refined red, white, and black palette to reinforce a modern, professional look.

Daily Paper, Adidas, Ajax · Shine

Daily Paper, Adidas, and Ajax join forces for the 'Shine' project, a cinematic collaboration that spotlights the intersection of sportswear, fashion, and Amsterdam’s local culture. The film moves through city streets at dusk, centering on community figures and authentic urban encounters. Produced by 100%, the project utilizes live-action technique to document the atmosphere of the city. The visual narrative relies on a saturated color palette and warm lighting to frame the participants, bridging the gap between high-performance apparel and everyday street style.

Ajax · Spagbomb