Creative Director Liza Enebeis, Creative Coder Sander Sturing, and Visual Designer Stan Haanappel discuss how they brought their idea to life and the ups and down of being your own client.

A group from Rotterdam’s Studio Dumbar came up with the idea of a motion design festival while at a print fair. Struck by the lack of moving image they began to think about how a festival of motion design could work and decided to stage their own.

After taking a chance by asking Extension Media – a Dutch provider of advertising screens on public transport – if they could broadcast work in Amsterdam Central Station, the first edition of DEMO began to come together. The result was that digital motion design work was shared on 80 screens over 24 hours.

“It was like a living exhibition, so at one o’clock on this platform we would do typographic work and at three o’clock you could see only abstract work, so if you stayed there for 24 hours you would have a completely different experience and feeling,” recalls Enebeis. “It was so impressive to see a public space; we’re so used to seeing advertising everywhere and suddenly it’s transformed, and it’s become a museum or a gallery.”

While the festival itself is impressive, it is the branding and identity the team won their award for. The innovation came when it was decided that the logo should move. This is where creative coder Sturing came in and built the whole thing from scratch, and Haanappel worked on introducing a red that wouldn’t be mishandled by Instagram.

After all this hard work the team, as they were essentially working for themselves, put their logo front and centre.

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