Branding agency Vandejong created a new form of cultural entrepreneurship: thinking in networks and connections. All communications media are viewed as extra exhibition space. The city is used as a gallery. We increased potential visitor numbers by producing a magazine instead of catalogues from the start.

1. a
001
museum
as brand
In a short time, Foam has won the minds and
hearts of a large audience.
Vandejong
amsterdam

2. Client
Stichting Fotografiemuseum Amsterdam
Assignment
Develop a brand concept
Solution
A new form of cultural entrepreneurship: thinking
in networks and connections
Brand concept
More than a museum

3. From 40,000 visitors in 2001 to 200,000 in 2009

4. always something to experience

5. Ryan Mc Ginley
Local activities...

6. from
museum
keizersgracht
amsterdam
...global ambitions

7. to network
...global ambitions

8. zine
ga
m
a gallery
global
a museum
as brand
unity
comm
brand
In 2001, the Stichting Fotografiemuseum Amsterdam
received the green light from the city to move ahead
with its plans for a museum on Keizersgracht. The new
museum asked Vandejong to develop all its communi-
cation and create recognition among a mass audience.
Vandejong developed a ‘museum totalomebasedevo-
h concept’
ted to strengthening the museum’s relevance to the
city, the photography world, the audience, and other
a'dam
institutions. The concept is an integrated vision whose
starting premise is a new form of cultural entrepre-
self
it-your neurship: thinking in networks and connections. Eve-
do -
rything is geared toward reaching as many people as
possible, to connect specific groups to the museum
local and to each other. This concept turns the traditional
image of a museum on its head. All communicati-
ons media are viewed as extra exhibition space. The
Create synergy each other
Foam’s sub-brands strengthen

9. city is used as a gallery. We increased potential visitor an eye for quality. The organisation is suited to a brand
numbers by producing a magazine instead of catalo- style that does not get in the way of its ambition and
gues from the start. The magazine is also distributed liveliness but rather supports and strengthens it. The
internationally. A name arose naturally out of the con- design has therefore been partially determined by how
cept: Foam. Light and accessible, it is derived from the the brand has grown.
name Fotografiemuseum Amsterdam but usable in an Today, Foam is a strong brand family with many
international context. extensions, including educational projects for schools,
its own cultural investment fund, and the international
Foam is more than a museum Foam Magazine. The concept behind this strong brand
family allows Foam to attract visitors from different
Foam seeks to help as many people as possible to enjoy strata of the population and a diverse age range.
photography, to share its knowledge with them, and to
foster discussion. Foam therefore exhibits photography Accessible to the world
in all its forms: autonomous, documentary and applied,
historic and contemporary. No hierarchical distincti- Foam’s first exhibitions were recorded not in a cata-
ons are made among famous names, up-and-coming logue but in magazine form. This enabled more co-
talents and amateurs. This attitude serves as the basis pies to be printed and more people reached. In 2003,
for Vandejong’s communication concept. The desire Foam began using the magazine as an extra exhibition
to communicate with a wide audience calls for vigour platform, independent of what was on view at the mu-
and broad-mindedness on the parts of the client and seum. Unusually, Foam publishes its magazine as a
the agency. A near-limitless collaboration has arisen joint venture with Vandejong.
between Foam and Vandejong, resulting in continually Foam Magazine soon firmly established itself in the
expanding services, product development and innova- art magazine segment. Internationally, it has received
tive communication. abundant praise and appreciation from renowned pho-
tography institutes, top photographers, curators and
A brand for everyone gallery owners and collected many awards, some for
its design. One of Foam Magazine’s main goals has
Foam is open, enterprising and multifaceted and has thus been achieved: it has given Foam an international

10. voice and presence. Do it yourself
Outside the museum Foam seeks to teach people to look at photography.
To that end, it offers specific target groups custom-
Conscious of its role and significance in Amsterdam, made ‘ways in’ that can help them to develop a critical
Foam has always put great energy into reaching the awareness of contemporary visual culture. Vandejong
city’s public. But not everyone is able or willing to visit developed the umbrella brand Foam For You for this
the museum. So directly after its opening exhibition, purpose. Beside designing specific projects like Foam
Foam asked Vandejong to organise another one in the Safari (for toddlers), City and Language (for immi-
Vondelpark. Numerous professional and nonprofes- grants) and Photos in Dutch sign-language (for the
sional photographers sent in their best work. Out of a deaf and hard-of-hearing), Vandejong has provided
vast range of entries, the top 150 photos were selected content for Foam Lab (career coaching for the cultural
and hung on lampposts in the park. sector) and What’s Your Story? (a cultural education
We are all confronted every day with photographic project for upper primary and secondary schools).
images in public space. These images usually trans-
mit commercial messages. As a counterweight, Foam Independence
seeks to more often emphatically present itself in pu-
blic space. After its first show outside the museum, To reduce Foam’s dependence on subsidies, Vandejong
Foam therefore continued to exhibit outdoors: again in has come up with ways Foam can generate its own
the Vondelpark with Foam Oase and all over the Ne- income. Several have been carried out: one is Foam
therlands in 2009 with Nieuwe Groeten Uit... (‘New Fund, an investment fund that lets companies and in-
Greetings from...’). Foam has also sought collaboration dividuals buy shares in Foam’s success. Foam uses the
with other institutions. Foam exhibitions have taken revenues to finance projects including its talent pro-
place at museums including the Jeu de Paume in Paris grammes. The annual dividend paid to shareholders
and the Museum of the City of New York. Exhibiting consists of a print by a talented photographer whose
outside its own walls enables Foam to reach a much work has been exhibited at Foam – a direct return on
larger audience than it could accommodate on Kei- investment.
zersgracht.

11. Foam’s success the creation and maintenance of various communities
around Foam’s programming.
Foam has succeeded in attracting a broad public and
in making photography accessible without compromi- Vandejong & culture
sing quality. Since Foam opened in December 2001,
it has grown enormously in every area. Alongside the The artistic and cultural sector plays an important role
continuous expansion of Foam’s diverse range of acti- in developing society’s brainpower, creativity and in-
vities and numerous presentations, visitor figures rose novation. Outside-the-box ideas and uncommon views
from just under 36,000 in the first year to more than of the future germinate at cultural institutions. They
200,000 in 2009. Thanks to these figures and the pu- must therefore show leadership – in their communi-
blic attention it attracts, Foam has positioned itself in cation as elsewhere.
the top echelon of Dutch museums. Vandejong develops cultural brands centred around
In 2009, there were 60 Foam Fund shareholders, content, experience and innovation. Our approach is
586 Club Foam members, and 802 Foam Fans. Since hallmarked by our participation in both the everyday
2007, each year’s activities have been summarised in world of the audience and the creative sphere. This
an annual Foam Album. The 2007 edition scooped allows us to assist institutions in thinking about pro-
the international Red Dot Award for communication gramming, activities and communication that can help
design. In 2008, Foam won the SponsorRing ‘smart them to build bridges with the public.
budget’ prize for Foam Lab. And for the innovative
financing projects it set up for individual donors, the
museum won the MecenaatsMuze prize at the Cul-
tuurbal 2008. The jury called Foam an ‘exceptional
and inspiring example for the cultural sector’. Foam
Magazine has won international awards and is seen
by opinion leaders in the international photography
world as the top art photography magazine.
Vandejong is currently working with Foam to help
the museum realise its international ambitions. This
will involve a key role for online communication and

12. zine
ga
m
a gallery
global
unity
comm
brand
homebase
do -
it-your
self a'dam
local
Create synergy

13. an international exhibition in a magazine

15. nieuwe groeten uit... (‘new greetings from...’): a road show around the country

16. Communication as exhibition

17. Foam makes photography the talk of the town.

18. about Vandejong Foam
Vandejong is an enterprising, strategic, creative strategy, concept en production
communications agency. We like to work with Vandejong
people who dare to forge new paths and believe
in two-way inspiration. Vandejong stands for
honest, sincere communication with a distinctive
style. Our strategists and creatives work closely
together on brands and campaigns. We bring in
outside experts when necessary. We therefore
contribute in a broad way, from brand concepts
and creative strategies to concrete campaigns,
materials, and even new services and products
when necessary.

19. 001 Foam Download the latest cases at
A museum as brand vandejong.nl or request them from
002 neau info@vandejong.nl
World water for world citizens
003 Foam magazine
Exhibitions in a magazine more information
004 anno Ilse Huijg
We make history! Agency manager
005 university of twente ilse@vandejong.nl
We create futures
006 Foam Fund Contact us
Investment advice t: +31 20 462 2062
007 university of twente e: info@vandejong.nl
Start studying
008 stichting Waterexpo 2010 vandejong.com
A revolution in thinking about water blog.vandejong.com
009 un. gIFt
Fight human trafficking
010 Cineville
There’s a new town in town
011 dutch ministry of Foreign affairs
Alliances for a better world
012 Various Consortia
Hello Zuidas
013 the groene Hart
The Randstad’s experimental garden
014 City of amsterdam Housing department
150 years of Wibaut
015 Castrum Peregrini
Intellectual playground
016 Foam / anP Historisch archief /
museum of national History
New greetings from...